CMOs Remain Confident Amid Leveled Off Budgets and Uncertain Times

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Marketing Measurement Remains a Struggle

Despite the positive outlook for the year to come, CMOs still struggle to prove the value of marketing to the enterprise. “We see some leading CMOs that have developed a shared understanding of the metrics that demonstrate the value marketing delivers to the overall organization,” noted Mr. McIntyre. “However, old habits die hard, and most CMOs still gravitate toward metrics that have less meaning outside of the marketing team.”

Gartner research reveals that 12% of CMOs report that brand awareness is the most important metric they measure — compared with 7% for ROI and only 1% for customer lifetime value. While ROI is still difficult to measure accurately for many, CMOs must not underplay its strategic importance. Today, brands must commit to delivering robust customer experiences, as well as growth and value to the business, and therefore must elevate the specific metrics that track these efforts.

Additional details from this year’s CMO Spend Survey and insights on marketing teams’ top investment priorities are available to Gartner for Marketers clients in the upcoming webinar, The CMO Spend Survey 2018-2019, on November 15, 2018 — and in the report “CMO Spend Survey 2018-2019: Marketers Proceed Into Uncharted Waters With Confidence.” 

About Gartner for Marketers

Gartner for Marketers provides the objective, expert advice and proven tools CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results.

About Gartner

Gartner, Inc., is the world’s leading research and advisory company and a member of the S&P 500. We equip business leaders with indispensable insights, advice and tools to achieve their mission-critical priorities today and build the successful organizations of tomorrow.

Our unmatched combination of expert-led, practitioner-sourced and data-driven research steers clients toward the right decisions on the issues that matter most. We are a trusted advisor and objective resource for more than 15,000 organizations in more than 100 countries — across all major functions, in every industry and enterprise size.


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