Experts Outline Two Core Marketing
“Superpowers” at the 2022 Gartner Marketing Symposium/Xpo, May
Marketing teams that are effective at scaled judgment and
empathetic influence are more likely to report revenue growth,
according to Gartner, Inc. In fact, marketing teams who implemented
these skills were 11% more likely to report organizational revenue
growth in 2021.
“Most marketers have crossed the digital business threshold,
meaning digital is no longer the differentiator,” said Kristina
LaRocca-Cerrone, Sr Director, Advisory at Gartner. “The key to
balancing tactics and strategy now lies in breathing new life into
capabilities that CMOs and their teams have had all along.”
During today’s opening keynote at the Gartner Marketing
Symposium/Xpo, taking place virtually through Wednesday, Gartner
experts outlined how best-in-class marketers are evolving two core
skills – scaled judgement and empathetic influence – into
superpowers to increase the value of their existing digital
investments and drive long term growth.
Sort through marketing noise with scaled judgement
Scaled judgement is marketing’s ability to use data-driven
insights to help the enterprise identify and act on market signals.
A superpower marketer applies scaled judgement to change the way
they learn: They define new signals to focus on, and they take a
highly intentional approach to determining how to respond to, and
teach others, the value of those signals.
“Data is drowning some marketing organizations, but allowing
others to thrive,” said Michael McCune, Sr Director, Advisory at
Gartner. “The thrivers lean into the breadth and complexity of data
in a way that unlocks high value impact for the enterprise or
broadly improves decision quality across the enterprise – or
“The thrivers look beyond the discrete and known customer
touchpoints that they immediately have control over and connect
inputs from outside, inside and across the organization together.
The result is targeting and changing customer behaviors in real
time, rather than simply tracking them.”
To transform this skill of scaled judgment into a superpower,
it’s critical CMOs help those outside of their immediate teams make
better use of data and improve the judgment of decision makers who
are frequently biased by their own siloed views.
Manage markets and audiences – not just sales – with
Empathetic influence is marketing’s ability to motivate others
to take action on the solutions that drive positive change. A
superpower marketer tears down the assumptions that other
functional leaders have about customers or products in order to
ensure all relevant processes and customer touchpoints reflect the
core needs of the customer.
“Despite recognizing the importance of behavior change, only
about 30% of marketers believe they’re actually good at changing
internal and external audience behavior,” said Dean Vitté,
Director, Advisory at Gartner. “Even so, the current
socio-political environment is getting more complex by the day so
what was considered ‘good’ yesterday may not be ‘good enough’
To transform this skill of empathetic influence into a
superpower, CMOs must find a way to expose the organization to
customer needs so that customer empathy accelerates and aligns
organizational decisions and investment.
For example, rather than marketing coming in at the end of
product development to advise what is brand appropriate, superpower
marketers are bringing deep audience understanding to early-stage
product development and exposing other functions to those customer
needs in order to win true commitment.
“Ultimately, it’s the CMO’s job to manage markets and audiences,
not just sales opportunities,” said Vitté.
Learn more in the complimentary webinar, “How CMOs Can Prove –
and Improve – Marketing’s Value.”
About the Gartner Marketing Symposium/Xpo
The Gartner Marketing Symposium/Xpo is taking place virtually
May 23-25, 2022, providing marketing leaders with actionable advice
about the trends, tools and emerging technologies they need to
deliver business results. Follow news and updates coming out of the
conference on the Gartner Newsroom on Twitter and LinkedIn using
About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice, and
proven tools that CMOs and other marketing leaders need to seize
the right opportunities with clarity and confidence, and to 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. More
information on Gartner for Marketers is available online at
www.gartner.com/marketing. Follow news and updates from the Gartner
Marketing practice on Twitter and LinkedIn using #GartnerMKTG.
Members of the media can find additional information and insights
in the Gartner Marketing Newsroom.
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faster, smarter decisions and stronger performance on an
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