Why 432 CMOs rank Brand Strategy as their Top Capability in 2020
Gartner, the global research and consulting firm, recently made public the results of their 2020 CMO Spend Survey. The survey asked 432 marketing executives in North America, the U.K., France and Germany at companies with $500 million to $20 billion or more in annual revenue what their priorities were for the coming year.
Brand Strategy is rated number one (#1), beating perennial favorites Market Analytics, Marketing Operations, and even Digital Commerce. Such that “Brand Strategy” is more widely open to interpretation than Analytics, Operations, Digital Commerce, etc...it is worth noting that Brand Strategy could be construed in a myriad of ways, but ultimately when CMO’s mention strategy what they mean is that they want and need to be more intentional.
Consider some of the trends and current events that are pushing CMOs to feel the need to act with more intent:
CMOs are genuinely excited about the innovation taking place in their organizations. Technology is enabling new initiatives and products, but CMOs discover existing marketing paradigms anchor them to cut-throat tactics. In a post-COVID era in which disruption has been accelerated, that tension is what sparks “Brand Strategy” initiatives.
Brand strategy is the X factor in demand generation, conversion, customer loyalty, product development, employee recruitment and retention, and ultimately valuation. That’s DRMG’s thesis. We’ll explore examples in an attempt to illustrate where the brand strategy X factor appears and what we can learn from those who have incorporated it, both successfully and maybe not so much. So you know it when you see it.Read More →
Conventional wisdom dictates that the first step of Demand Gen is to create awareness, but how B2B thinks awareness is created lacks impact and is easily copied. It's the Better game. Here's a little ditty on the opportunity to rebrand "brand-level marketing" in vernacular B2B will more easily understand and hopefully embrace.Read More →
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