New Marketing Guideline: Reprioritize, Rethink, Realign
In the face of inflation, changing customer behavior and declining brand value, it is no longer realistic to respond with more teamwork or do more with less. Instead, marketing leaders must relentlessly prioritize, minimize unproductive digital engagement, invest in more meaningful brand experiences, and drive intentional evolution of the marketing function.
Thriving in this environment requires relentless and transparent prioritization. join usGartner Marketing Symposium/Xpo™ Conference 2023and learn cutting-edge marketing practices to fuel efficient growth.
Gartner/Xpo™ Marketing Symposium
May 22-24, 2023 | Denver, Colorado
Top Marketing Predictions for 2023
Gartner produces meaningful forecasts for all practices each year. This research brief brings together our marketers' top predictions for 2023. CMOs and marketing leaders must monitor these trends to succeed.
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Gartner/Xpo Marketing-Simposio
The premier gathering of pioneers, thought leaders and industry experts pushing the boundaries of marketing. Exclusive access to research-backed sessions, expert advice on your specific challenges, and problem-solving with peers through networking opportunities.
What will be covered in marketing events in 2023
Our CMO and Chief Marketing Officer conference schedule addresses the most pressing priorities for today's marketing leaders:
- band aConstruct and power a profit function
- B y BDrive value through strategic and operational agility
- c bandLead multichannel marketing in times of change
- D-Spur.Optimize the power of the customer experience in unpredictable economic times
- band andDrive growth through commercial coordination
- F-Spur.Create an impact, increase performance
- G-Bahn.Build, activate and manage a valuable brand
Who should attend our marketing conference?
Learn how we help you adapt, recover and grow
Marketing Director and Marketing Director
Execute your mission-critical priorities with a strategic cost optimization plan.
digital marketing executives
Increase sales through conversion by aligning your multi-channel strategy.
Marketing Operations Leader
Discover best practices for allocating budgets while improving your organization's capacity for innovation.
Leaders in marketing analytics and marketing technology
Use technology, data, and analytics to make effective marketing decisions.
Leader in customer experience and loyalty
Offer your customers added value and build their loyalty through the CX strategy.
Brand Marketing Executives
Build brand equity, activate the brand across all channels, and measure and communicate brand equity and impact.
Gartner has provided access to high-quality, data-driven content, insights, and builds that will help guide and inform the future initiatives we pursue and the challenges we face.
Senior Director, Market Strategy, Thomson Reuters
At a Gartner marketing conference, you'll find factual information, strategic advice, and practical tools to help you achieve your top priorities.
Our team of Gartner experts engage with marketing leaders like you thousands of times each year. They use this insight to help you tackle your biggest challenges in areas like digital transformation, marketing innovation, customer experience (CX), and implementing a connected multi-channel strategy to drive growth. Dive into technologies and best practices to help you create a future-ready marketing strategy.
Discover with us:
Building a powerful marketing team
Touchpoint orchestration to support growth across all channels
Measurement of marketing and communication performance.
Increase impact through customer experience
Discover the value of data
Navigation changes to optimize brand value
Discover and implement new digital best practices
Discover the latest marketing ideas that are most relevant to you
Use our insights, tips, and tools to build your brand, improve your leadership skills, and fuel growth in unprecedented times.
- Marketing Manager / Marketing Director
- Market leader in digital marketing
Marketing Manager / Marketing Director
Create marketing strategies and track innovation.
Changing economic times require major changes in marketing strategy and practice. Determine what you need to focus on, from digital marketing to content marketing, to be successful.
Accelerate growth as a leading marketing and operations organization
Marketing leaders must proactively develop an effective marketing strategy that aligns with company-wide goals. Gartner's essential insights, tips, and tools help optimize resources and achieve sustained growth.
Create exceptional customer experiences
Customer experience (CX) and loyalty leaders strive to consistently deliver the best customer experience. Become truly customer focused with these powerful tools and information.
Market leader in digital marketing
Boost digital strategy with powerful campaigns
Digital marketing executives must use data-driven benchmarks to develop effective digital strategies. Evolve your multi-channel approach, from search engine marketing to social media, for business impact.
Take a look at the Gartner/Xpo™ Marketing Symposium
Interested in participating this year? Experience a Gartner keynote presentation by viewing a featured section from The Ecology of Vital Connections: New Pathways to Resiliency and Growth that focuses on what it means to know your customer. For details on our upcoming 2023 conference, visitGartner Marketing Symposium/Xpo 2023 conference website.
Top 3 key findings from Gartner's annual CMO spending survey
CMOs and marketing leaders must allocate their marketing budgets to focus on growth amid financial and geopolitical uncertainty. You need to define a marketing strategy that re-prioritizes channels, programs, and resources to remain competitive and efficient. Read the key findings from Gartner's annual CMO Spend survey on the state of marketing budgets in 2022.
1. Digital accounts account for 56% of marketing spend, but offline channels are picking up
CMOs have moved from digital to hybrid multi-channel strategies. When asked about the share of their 2022 budget allocated to online and offline channels, online channels get the most (56%). However, offline channels account for almost half of the total available budget (44%), a more even split than in recent years. When looking at average spend across industries, social advertising tops the list, closely followed by paid search and digital display.
2. Marketing spend is rising in almost every industry
Average marketing spend increased in nearly every industry surveyed, with some notable variations. Financial services companies reported the highest budget at 10.4% of corporate revenue, up from 7.4% in 2021. While eight of nine surveyed industries reported budget increases, CMO spending for financial services products consumption remained stable, increasing to 8 from 8.3% in 2021% in 2021 2022.
3. CMOs trust brand capabilities, but 58% lack internal capabilities
Branding was one of the lowest rated skills gaps in the survey, showing that CMOs are confident in their branding skills. When asked to report on their marketing program and operating budget allocations, brand activation and strategy top the list, accounting for almost 10% of the budget. However, other strategic capability gaps persist: Marketing data and analytics was identified as the largest capability gap by 26% of CMOs, followed by customer insight and experience management (23%) and marketing technology (22%).
These specific cases illustrate a greater resource challenge for CMOs, with the majority (58%) of CMOs reporting that their teams lack the necessary resources to execute their strategy.
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