Gartner-首席营销官领导力愿景2022（英）-22页_371kb

Gartner® CMO Leadership Vision 2022 Summary

Core Content

The Gartner® Chief Marketing Officer (CMO) Leadership Vision 2022 outlines three strategic actions for CMOs to ensure success in the evolving business landscape shaped by the global pandemic. The report highlights the changing role of CMOs, the persistent shift in customer channel preferences, and the need for a more integrated and flexible marketing approach.

Main Viewpoints

1. The CMO Role is Evolving

• Digital Transformation Shift: CMOs are transitioning from being the primary drivers of digital transformation to supporting broader enterprise initiatives.
• Loss of Influence: As digital growth becomes a strategic priority for CEOs, CMOs are ceding accountability for digital initiatives to other roles such as Chief Digital Officers (CDOs).
• Resource Reallocation: Marketing budgets are being reduced, with a shift toward enterprise-wide digital investments, which challenges CMOs to prove their value.

2. Customer Journeys Are Changing

• Persistent Pandemic Preferences: Offline interactions and transactions have moved to digital touchpoints, and these behaviors are expected to continue or increase.
• B2B Shift: In B2B contexts, online channels now account for almost half of procurement activities, with projections indicating that online will dominate by 2023.
• Hybrid Marketing: CMOs need to prepare for a hybrid marketing model that integrates online and offline channels to deliver a seamless customer experience.

3. Strategic Priorities for CMOs

• Rebuild the Marketing Engine: Focus on flexibility and adaptability in a changing environment by operationalizing customer experience (CX) strategies through governance, workflows, and cross-functional coordination.
• Reassert Digital Orchestrator Role: Emphasize the CMO's role as the digital orchestrator, ensuring marketing remains a strategic function within the enterprise.
• Execute Adaptive Strategies: Demonstrate marketing's value through adaptive strategies that align with enterprise objectives and show clear ROI.

Key Information

Trends in Customer Behavior

• Consumer Shopping: 62% of CMOs changed their channel priorities in 2021, with a growing preference for online shopping.
• B2B Procurement: Online procurement is expected to increase to 59% by 2023, reducing the role of salespeople to 24%.
• Channel Agnosticism: CMOs must adopt a hybrid approach that integrates both digital and traditional marketing channels.

CMO Budgets and Priorities

• Budget Decline: Marketing budgets dropped to 6.4% of total revenue in 2021, the lowest in the history of the Gartner CMO Spend Survey.
• Investment Shifts: CEOs are prioritizing digital capabilities over marketing spend, with 83% intending to increase digital investments and only 46% planning to increase marketing spend.
• Innovation Focus: Over one-fifth of marketing budgets are allocated to innovation programs, reflecting the need for future-forward capabilities.

CMO Top Priorities

• Flexibility: Rebuild the marketing engine to be adaptable and responsive to changes in the market.
• Digital Leadership: Reassert the CMO's role as the digital orchestrator to maintain influence and strategic relevance.
• Value Demonstration: Execute adaptive strategies that clearly link marketing efforts to enterprise value.

Key Actions for CMOs

• Hybrid Marketing: Prepare for a hybrid model that combines online and offline strategies for a cohesive customer journey.
• Redefine CMO Role: Embrace the role of "Chief Connecting Officer" to unify customer, brand, and product connections.
• Holistic Measurement: Build a comprehensive marketing measurement system that aligns with business goals and provides clear insights into ROI and performance.

Conclusion

The pandemic has fundamentally reshaped the marketing landscape, with lasting effects on customer behavior, digital transformation, and the role of the CMO. CMOs must adapt by focusing on flexibility, redefining their strategic role, and proving marketing's value through integrated and data-driven approaches. Gartner emphasizes the importance of hybrid marketing, holistic measurement, and a clear understanding of how marketing contributes to enterprise success.