CMOs basking in potentially misplaced optimism, Gartner study finds - NIMA

CMOs basking in potentially misplaced optimism, Gartner study finds

6 juli 2020
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Chief marketing officers are adopting a sunny disposition that places them at odds with their colleagues in the C-suite, according to Gartner’s CMO Spend Survey 2020.

Gartner surveyed 432 top marketers across Canada, France, Germany, the UK and the US, 84% of whom came from organisations with annual revenue of at least $1bn. The research took place between March and May, meaning the views of CMOs may have changed.

It found that while close to half (44%) were facing mid-year budget cuts this year as a result of the economic impacts of the coronavirus pandemic, there was a highly positive outlook for the next 18 to 24 months.

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