1、Gartner for MarketingYour Must-Have Toolkit for Functional Strategic Planning2Gartner for MarketingFollow Us on LinkedInBecome a Client Make sure your strategic plan clearly defines how your marketing function will drive enterprise success.45%of CMOs say aligning on shared business goals is the most

2、 important activity for driving business outcomes.Yet,less than half of CMOs were personally involved in the past year.1Verify the business context.Confirm the enterprise mission and goals and make sure your marketing functions employees know how they apply to their everyday work.Align your function

3、s goals for impact.2Assess your functions ability to deliver on your goals and create a plan to fill the capability gaps that will slow your impact.3Strategically manage functional budgets to prioritize cost,budget and investment decisions to favor initiatives that will drive impact and demote those

4、 that wont.4Decide how to measure your progress.Select measures and metrics that will demonstrate the progress youre making against the commitments youve made.5Document your strategy ideally on just one page to simply and clearly state where the functional organization is,where it is going and how i

5、t will get to the future state.Source:Gartner 2023 Marketing Cross-Functional Collaboration SurveyStrategic planning can be an arduous process,but certain activities will differentiate your marketing plan as one that really drives impact.These five steps are especially important and think now about

6、the tools you will use at each stage to capture and share key data and information with stakeholders:3Your Must-Have Toolkit for Functional Strategic PlanningGartner for MarketingFollow Us on LinkedInBecome a Client Tools and frameworks youll needAlign with business strategy12345Assess your function

7、Strategically manage functional budgetsMeasures and metricsDocument your strategy Strategic alignment toolTrendspotting Prepare for scenario planningBuild a productive CFO relationship Budget efficiency benchmarking toolCost optimization frameworkGartner BuySmartGuide to cascading metricsStrategic p

8、lanning templatesCapabilities assessment tool Your Must-Have Toolkit for Functional Strategic Planning4Gartner for MarketingFollow Us on LinkedInBecome a Client Key tools for this may include:A simple conversation guide to focus your conversations with business partners Trendspotting frameworks to l

9、ook at drivers of change,including those in the more distant future Scenario planning activities to align business partners around your hypothetical futuresFirst make sure you understand enterprise business goals well enough to craft a strategic plan for your marketing function that will support ent

10、erprise ambitions.Within your function Internal to the enterprise External to the enterpriseDont forget:A productive relationship between function leaders and the CFO will also be critical for effective strategic planning(see page 8 for more).Document both the business context and the likely impact

11、on your function of factors:Surface and verify the priorities of the enterprise and your business partners.1.Align with business strategy Business StrategyThree to five yearsLong-Term Planning HorizonBusiness Strategy18 to 36 monthsMidterm Planning HorizonStrategic PlansPlanned Strategy:Cascading Go

12、als and Continuous AlignmentEmergent Strategy:Calibration and Continuous LearningHow the business will compete and succeed in the long term,including a description of how business functions including marketing will contribute to business successDetailed plans how teams contribute to delivery of the

13、marketing strategy,including projects and plansThe collective plans of key functions,including marketing,create the common game plan for achieving the strategySix to 12 monthsShort-Term Planning HorizonOperational PlansSource:Gartner Your Must-Have Toolkit for Functional Strategic Planning5Gartner f

14、or MarketingFollow Us on LinkedInBecome a Client Questions about the business partners domainNotes of your business partners answerWhat are your key business objectives and resultant goals for the next two to five years?What are your primary strategies?How do you plan to execute on these strategies?

15、What is the direction of the key product line,supply chain,service offerings,etc.?How will you know if your unit is successful?What will you measure?What are the key success factors that will make or break your units success long-term?What major obstacles will the business unit face in reaching thes

16、e objectives?Use this tool to guide your conversations with business partners:1.Align with business strategy:Strategic alignment toolYour Must-Have Toolkit for Functional Strategic Planning6Gartner for MarketingFollow Us on LinkedInBecome a Client Preparing for nascent trends is key to navigating di

17、sruption and capturing opportunity1.Align with business strategy:TrendspottingFoothold includes:Innovation and pilot projects:testing new offerings with new emerging technologies Partnerships to gain market insights Acquisitions to establish a larger presence Targeted marketing campaigns:gauging int

18、erest in a new product or service in new marketsForces and trends impacting your organizations futureNo executive leader can predict the future,but you can adopt a deliberate approach to sensing and responding to trends.Use a construct like the Gartner TPESTRE of trends to prepare to respond to disr

19、uptions and plausible futures.Key considerations are your organizations footprint(existing presence within a market or industry)and foothold(strategic opportunities to expand).Technological:Evolution,impact and disruption of technology changePolitical:Political attitudes,institutions and legislation

20、 shifting the political environmentEconomic:Factors in the economic environment locally and globally that influence businesses and governmentsSocial and cultural:Attitudes,behaviors and lifestyles of individuals and groups in a societyTrust and ethics:Ethical expectations,behaviors,duties and biases

21、 of people and companies toward one another and societyRegulatory and legal:Changes in laws and governmental policies and regulations to reward or punish a particular behaviorEnvironmental:Technical,political,economic,cultural,ethical and legal changes supporting environmental protection and sustain

22、ability Customer base:established group of loyal customers Operational facilities:manufacturing plants,distribution centers,infrastructure or supply chains Brand reputation:market perception of your organizationFootprint includes your:Source:Gartner PoliticalEconomicSocial andculturalTrust andethics

23、Regulatoryand legalEnvironmentalDemocratization of informationTransforming humanityGeopolitical unrestTechnologicalYour Must-Have Toolkit for Functional Strategic Planning7Gartner for MarketingFollow Us on LinkedInBecome a Client Prioritize actions based on the most material scenariosImpact (Potenti

24、al upside or downside)HighHighLowLowLikelihood(Probability that the driver will materialize)High Impact-Low LikelihoodHigh Impact-High LikelihoodVelocity(Speed at which the driver will impact us):HighMediumLowNew global pandemicUniversal basic incomeErosion of industry boundariesUnsustainable medica

25、l costsLab-grown organ transplantsRetreat of global regulatory orderPrivacy enhancing computationWorkforce disengagementGenerative AIAnti-aging breakthroughsAutonomous vehiclesSource:Gartner Good scenario planning requires you to first identify trends likely to create significant risks or opportunit

26、ies.Make sure to:Align with a diverse set of business partners on the trends Prioritize the trends based on their relative importance(use a tool like this simple 2x2)From here,categorize and relate trends together to develop scenarios.Develop a storyline for each scenario to test if it seems credibl

27、e and feasible.Strategic plans should include actions aligned to whichever scenarios you deem most pressing.Scenario planning can help business partners to align on their hypothetical futures1.Align with business strategy:Prepare for scenario planningYour Must-Have Toolkit for Functional Strategic P

28、lanning8Gartner for MarketingFollow Us on LinkedInBecome a Client Think like a CFO so you can appeal to them for funding and investment in terms they understand1.Align with business strategy:Build a productive CFO relationshipn=81 CFOs;282 CEOsQ:To start,please tell us about your organizations top 5

29、 strategic business priorities for the next 2 years(2024/2025).Source:2024 Gartner CEO and Senior Business Executive SurveyCFOs and CEOs Top Strategic Business Priorities for 2024-2025Summary top three mentions,coded responses showing top 10Change from 2023CFO responsesp 3%q 3%p 5%p 38%p 44%q 29%p 7

30、%p 19%p 3%p 38%q 46%q 15%p 3%p 16%p 33%p 6%p 17%q 13%q 51%q 19%Change from 2023CEO responsesTechnologyGrowthWorkforceFinancialCustomerCorporateEfficiency and productivityCost ManagementEnvironmental sustainabilityProducts and services 6%6%9%9%21%22%25%33%37%65%0%35%70%10%11%7%11%15%23%23%26%32%62%0%

31、35%70%47%of CMOs report marketing being seen as a cost center for the business.Step No.1 for CMOs wanting to build a productive conversation with their CFO is to better understand their key priorities and perception of marketing.This understanding will help you build your value story and make it CFO

32、-ready when seeking funding and investments.CFO perspective on marketing Marketings scope is complex and varied ranging making it hard to define value.Marketing has a complex path to value creation as indirect activities dont have a direct correlation to investment payback.Marketings value is intang

33、ible and ephemeral,as many indirect activities are to drive engagement and perception.Your Must-Have Toolkit for Functional Strategic Planning9Gartner for MarketingFollow Us on LinkedInBecome a Client Assess capabilities to determine how well-positioned your marketing function is to deliver on strat

34、egy.To ensure optimal results from strategic efforts,its critical to assess the role of your marketing function in the enterprise and how well it performs that role.As the enterprise strategy evolves,so will this assessment.In your strategic planning cycle,make sure to undertake a capabilities asses

35、sment soon after verifying the business strategy so you can build a roadmap to improve your effectiveness.Its important to assess both the availability and maturity of existing capabilities.Take a rigorous approach using a methodology like that taken by the Gartner Score tool.The objective of this a

36、ssessment is to plot a path to maturity for each critical activity.Existing performance across key objectives and activities typically within scope for your marketing function Your maturity in different activities on a simple-to-understand scale so you can easily compare maturity in different activi

37、ties and against best-practice levels The criticality of activities on a simple scale so you can focus on requisites for your marketing function to deliver its contribution to enterprise strategyMeasure:2.Assess your functionDid you know?Gartner clients can customize Score assessment tools for eithe

38、r B2B or B2C marketing functions and expert partners are available to walk you through your results and action plans.Your Must-Have Toolkit for Functional Strategic Planning10Gartner for MarketingFollow Us on LinkedInBecome a Client Benchmark your marketing function against your peers2.Assess your f

39、unction:Capabilities assessment tool 2023 Gartner,Inc.and/or its affiliates.All rights reserved.CM_GBS_2489826Learn MoreMeasure,prioritize and improve your marketing functions capabilities with support from Gartner experts.The Gartner Marketing Score Tool helps with:Strategic planning Functional tra

40、nsformation Resource allocation Consensus building Gartner for Marketing ScoreGenerate Marketing InsightsAttract and Engage CustomersActivate Content and Channel StrategyManage Brand and ReputationManage OperationsLead the FunctionManage Customer Data AssetsIdentify&Prioritize Marketing Opportunitie

41、sSet Advertising Strategy and Media MixDetermine Brand ArchitectureOptimize Budget,Resources&ProcessesDefine Marketing StrategyGenerate Customer and Market InsightDeliver Personalized CommunicationsDefine and Manage Content StrategyDevelop Brand Strategies and PositioningManage Agencies&Vendor Partn

42、ersDesign Marketing OrganizationDefine Segments,Personas&JourneysBuild Customer LoyaltyEnable Sales and Channel PartnersActivate the BrandManage&Develop TalentGuide InnovationConduct Marketing AnalyticsIdentify&Support Brand InfluencersCreate and Execute Multichannel CampaignsManage Company Reputati

43、onLeverage Marketing TechnologyEvaluate&Communicate Marketing PerformanceConduct Customer Performance AnalyticsManage Digital CommerceMonitor Brand HealthChampion a Customer-centric CultureYour Must-Have Toolkit for Functional Strategic Planning11Gartner for MarketingFollow Us on LinkedInBecome a Cl

44、ient CMOs face an era of doing more with less budget Marketing budgets have dropped from an average of 9.1%of company revenue in 2023 to 7.7%in 2024,a fall of 15%year over year.Worse,this decline represents a compounded fiscal squeeze following multiple consecutive cycles of reduced funding.Bottom l

45、ine,CMOs are being asked to achieve growth at lower cost.That means being as efficient as possible with headcount,technologies,workflows and processes deploying resources in the most productive way possible.1.Reallocate funding from low-to high-potential investments.2.Fund growth investments using c

46、osts saved in less important activities.3.Use unallocated funds for as-needed growth investment support.3.Strategically manage functional budgetsOnly 24%of CMOs say they have sufficient budget to execute their 2024 strategy.Source:Gartner 2024 CMO Spend SurveyCMOs will need a strategic mindset and t

47、ools to apply three best practices in cost management in this environment:Technology is one area of spend where every functional leader will need better decision-making tools to select the right vendors and negotiate effectively to assure ROI.Marketing budget as a percent of total revenue(2019 2024)

48、14%7%0%20192020201120222013202410.5%11%6.4%6.4%9.1%7.7%Source:Gartner Your Must-Have Toolkit for Functional Strategic Planning12Gartner for MarketingFollow Us on LinkedInBecome a Client Benchmark your marketing budget against peers3.Strategically manage functional budgets:Budget efficiency benchmark

49、ing toolDid you know?Gartner clients can use an interactive tool to benchmark their functional budget and efficiency.Source:Gartner 2023 Gartner,Inc.and/or its affiliates.All rights reserved.2369663Marketing Budget as a Percentage of RevenueTotal marketing spend divided by your company/business unit

50、 revenueBenchmark Comparison Group:Entire DatasetLegend:25thMedian75th Percentilevs.Test ABC0.0%1.0%2.0%3.0%4.0%3.0%5.0%5.0%6.0%9.0%7.0%8.0%9.0%10.0%4.0%Investment,time and riskPotential financial benefits,business impactYour Must-Have Toolkit for Functional Strategic Planning13Gartner for Marketing

51、Follow Us on LinkedInBecome a Client To optimize costs strategically and productively(rather than just cutting),you need to know what drives costs,which costs relate to differentiating capabilities(i.e.,value drivers)and what are your returns on investment.Use a structure like the Gartner Cost Optim

52、ization Framework to refine and visualize your cost optimization ideas by the level of benefit,cost,risk and viability,so stakeholders have full visibility into the relative merits of deploying spend.1.Standardized cost management framework2.Shared understanding of cost-to-value relationships3.Consi

53、stent definition of success beyond cost savingStrategic cost optimization rarely succeeds without three things:LowLowHighHighMap your cost optimization initiatives and visualize trade-offsSource:Gartner Align costs and investments with strategy and value3.Strategically manage functional budgets:Cost

54、 optimization frameworkDivest Underutilized MartechCut Paid Media ExpendituresAdjust Marketing Channel AlignmentAdjust Training&Travel PolicyInvest in Marketing OpsLaunch RebrandingEnter New MarketReductionRestructure Agency/In-House ModelAdjust Media StrategyYour Must-Have Toolkit for Functional St

55、rategic Planning14Gartner for MarketingFollow Us on LinkedInBecome a Client Use Gartner BuySmart to get quick access to our proprietary expert and peer insights and evaluation templates for a wide range of martech vendor solutions.Discover a wide range of possible martech vendor solutions,driven by

56、proprietary expert and peer insights and evaluation templates.Evaluate using requirements,questionnaires,scorecards and more,chosen by and visible to your whole team.Select martech vendors using your aggregated team scores to remove bias and clarify decisions.Optimize your spend and reduce risk with

57、 a Gartner expert proposal review.Confidently manage the martech evaluation process3.Strategically manage functional budgets:Gartner BuySmartLearn MoreYour Must-Have Toolkit for Functional Strategic Planning15Gartner for MarketingFollow Us on LinkedInBecome a Client Identify metrics that will show i

58、f your plan is working.A one-size-fits-all approach will not work for marketing metrics because different levels of decisions require different insights.Although metrics differ based on the granularity of the decisions they support,success still requires a clear and unambiguous link between the stra

59、tegy,operational plans and tactical activities.To choose meaningful metrics:Build consensus with senior stakeholders on marketing goals and reporting expectations.Form a team to define key metrics linked to operational goals and marketing strategy.Audit data quality and availability,start creating a

60、 metrics taxonomy.Identify and address gaps in data,find short and long-term solutions.Select and refine key metrics,regularly update dashboards to maintain relevance.4.Measures and metricsGartners Hierarchy of Marketing MetricsDecisions SupportedRolesSupportedGranularityFrequencyBusiness StrategyCE

61、O,CMO and CFOLowMonthlyMarketing StrategyCMOLowMonthlyMarketing Planning and CampaignsMarketing ManagementMediumWeeklyCampaign and Content OptimizationCampaign Managers,Analysts and SpecialistsHighDailyBusiness OutcomesStrategic Levers and MacroperformanceOperational Levers and DiagnosticsTactical L

62、evers and OptimizationPerformance metrics flow up via actionable dashboards and reportsBusiness goals flow down,informing strategy,operations and tacticsSource:Gartner Your Must-Have Toolkit for Functional Strategic Planning16Gartner for MarketingFollow Us on LinkedInBecome a Client Goal 1Expand pre

63、sence in the North American marketGoal 2Goal 3ObjectivesObjective 1Leverage AI to expand our footprint in the clothing industryObjective 2ObjectivesObjective 1Objective 2ObjectivesObjective 1Objective 2Metric 1Market share of clothing industryMetric 1Metric 1Target7%increase in market share by end o

64、f 2025TargetTargetTargetTargetTargetMetric 2Metric 2Metric 2Metrics provide the means to show whether your actions plans are achieving your goals4.Measures and metrics:Guide to cascading metricsYour Must-Have Toolkit for Functional Strategic Planning17Gartner for MarketingFollow Us on LinkedInBecome

65、 a Client Provide a one-page overview to simply and clearly communicate your strategic plan.Successful CMOs articulate their marketing strategic plan by sharing highlights without overwhelming business stakeholders.Putting your marketing plan on a single page makes it easier for you to share,summari

66、ze and communicate and easier for business partners to visualize and understand.One-page templates are meant to provide a summary of your strategic roadmap,not to serve as the overall strategic plan.Make sure yours contains the initiatives identified as a part of the overall strategic planning proce

67、ss for your function.See the next page for a simplified view of one Gartner one-page plan(and use the fillable template for your planning),but note that different functions and organizations will need to customize their view,its component parts and level of detail.5.Document your strategyDid you kno

68、w?Gartner clients can submit documents for review by experts who can assess and provide feedback and input for your strategy template.Your Must-Have Toolkit for Functional Strategic Planning18Gartner for MarketingFollow Us on LinkedInBecome a Client Statement of strategyVision statementStrategy-on-a

69、-page fillable template5.Strategic planning templates4 to 7 key metrics characterizing your target stateCurrent statePlanFuture state4 to 7 key metrics characterizing your current state 4 to 7 assumptions that must be true for the plan to succeed4 to 7 initiatives required to achieve the target end

70、stateType in the fields below to complete the interactive formYour Must-Have Toolkit for Functional Strategic Planning19Gartner for MarketingFollow Us on LinkedInBecome a Client Explore these additional complimentary resources and tools for information technology executives:Actionable,objective insi

71、ghtAlready a client?Get access to even more resources in your client portal.Log InInfographicThe State of Marketing Budgets in 2024Get actionable insights to benchmark your marketing budget.Download NowWebinarHow to Develop and Execute a Marketing Strategy That Meets Business GoalsLearn how to casca

72、de plans with clear progress metrics.Watch NowToolGartner Marketing Budget&Efficiency BenchmarkUse this tool to optimize your spends and prioritize investments.Learn MoreConferenceGartner Marketing Symposium/XpoDiscover key take-aways from the worlds most important gathering of CMOs and marketing ex

73、ecutives.Learn More 2024 Gartner,Inc.and/or its affiliates.All rights reserved.CM_GBS_3048123Connect With UsGet actionable,objective insight that drives smarter decisions and stronger performance on your mission-critical priorities.Contact us to become a client:U.S.:1 866 263 8917 International:+44(0)3301 628 476Become a ClientLearn more about Gartner for M connected to the latest insights