2023-01-23-Gartner-首席营销官领导力愿景2023（英）_20页_891kb

报告摘要

CMO Leadership Vision 2023 Summary

Core Content

The document outlines the strategic actions required for CMOs to achieve efficient growth in a high-velocity, volatile market environment. It highlights the challenges CMOs face, including unpredictable customer behavior, inflation, data privacy concerns, and the need for cross-functional collaboration. The focus is on adapting marketing strategies to deliver value through digital channels, optimizing team structures, and aligning brand investments with customer experiences and business outcomes.

Main Trends Affecting CMOs

Customers' Digital Buying Behaviors Are Evolving: Customers are increasingly relying on digital channels and expect personalized, relevant interactions throughout their journey.
Inflation Shifts Shopping Behaviors: Inflation has led to changes in how customers shop, with a net shift towards more cautious and strategic purchasing.
Data Privacy Concerns: Customers are taking steps to protect their data, indicating a growing demand for transparency and control in digital interactions.
Disruptive Market and Audience Dynamics: Traditional pathways to brand value are being disrupted, requiring new approaches to brand activation and customer engagement.

CMOs' Top Priorities

Deliver Value Across the Customer Journey: CMOs must ensure that marketing efforts provide meaningful assistance to customers at every stage of their journey.
Optimize Digital Personalization: Using customer data to deliver tailored experiences is a top priority for creating brand value.
Adapt Team Structures: Marketing teams need to be restructured to support new cross-functional operating models and enhance operational effectiveness.
Activate Brand Benefits: CMOs must focus on delivering both personal and functional brand benefits to maximize customer commitment and business outcomes.

Key Actions for CMOs

Orchestrate Customer Value: CMOs should optimize orchestration capabilities to provide specific forms of help across the full customer journey, including self-learning, direction, and reassurance.
Adapt Team Structures and Skills: Evaluate and restructure marketing teams to align with new operating models, ensuring that each core capability has the appropriate level of responsibility and support.
Connect Brand Health to Business Outcomes: Use a framework that links brand health to customer experiences and business results to demonstrate the value of brand investments.
Redefine Brand Value: Focus on delivering meaningful brand experiences that can drive commitment, even from unfamiliar brands.
Leverage Customer-Directed Engagement Models: These models help in earning first-party data, which is essential for more effective personalization strategies.

Recommended Operating Models

Gartner provides a reference guide to internal marketing operating models, including:

Model	Use Case Examples	Entity	Orientation	Cost	Talent	Head	Core Duty	Typical Function	Typical Work	Branded	External Agency Support
In-House Agency	Creative Agency, Content Studio	Formal	Strategic/Creative	$-$$$$$	Entry- to Senior-Level	Creative Director	Strategy/Execution	Effective, Quality Output	Concept Campaign or Complex Content	Yes	Overflow or Production; Data or Research Vendors; Partner Agencies
Center of Excellence	Marketing Operations, Customer Experience	Formal	Strategic	$$-$$$$$	Mid-Level	Marketing Strategist	Consistency	Set Brand or Process Standards	Brand Standard, Marketing Best Practices, Compliance	No	Brand Standards, Templates, Photography, or Guidelines
Shared Service	High-Volume Content Production	Informal	Production	$-$$$$$	Entry- to Mid-Level	Marketing Manager	Fast Execution	Efficiently Fulfill Requests	Simple, Repetitive, Templated Deliverables	No	Agencies for Strategy or Campaign, Plus Vendors
Newsroom	High-Volume Editorial Content, Media/PR Strategists	Formal	Narrative/Execution	$$-$$$$$	Mid- to Senior-Level	Editor-in-Chief	Opportunistic Work	Quickly Publish Opinions	Fast-Cycle Content: Interviews, Podcasts, Blogging and Social	Yes	Agencies for PR, Media or Content Marketing Strategy or Production
Project Pods	Fusion Teams, Tiger Teams, Large Iterative Projects or Ideation	Informal	Design/Execution	$$-$$$$$	Mid- to Senior-Level	Scrum Master	Fast Cycle Delivery	Prototyping, Proof-of-Concept	Digital Product Development, Innovation or Optimization	No	Agency Specialists

Recommended Actions

Provide Mutual Value: Optimize orchestration capabilities and use customer-directed engagement models to guide personalization strategies.
Adapt Team Structures: Evaluate where marketing should have sole or shared responsibility and apply the best operating model for each core capability.
Redefine Brand Value: Connect brand health to experience and business outcomes to quickly demonstrate the value of brand investments.

Additional Resources

Webinar: "The Gartner 2023 CMO Leadership Vision" – Adapt marketing strategies for efficient growth in a high-velocity world.
Research: "The State of Marketing Budget and Strategy in 2022" and other Gartner reports provide actionable insights for CMOs.
Conference: Gartner Marketing Symposium/Xpo™ – The world's most important gathering of CMOs and marketing executives.
Client Access: Existing Gartner clients can access more resources through their client portal.

Conclusion

CMOs must evolve their strategies, team structures, and brand activation approaches to thrive in a dynamic market. By focusing on digital personalization, customer journey orchestration, and effective cross-functional collaboration, they can drive efficient growth and deliver meaningful value to customers.

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