Post by account_disabled on Dec 30, 2023 5:31:30 GMT
Even though the pandemic is destined to show signs of exhaustion in the coming months with the emergence of vaccines and the first potentially effective drugs against the coronavirus , 2021 continues to be clouded by the dense fog of uncertainty. And CMOs will face the coming months with extreme caution. According to a recent study carried out by Gartner in North America, the United Kingdom, France and Germany , 73% of CMOs will play it safe in the new year that has just begun and will rely on existing customers to spur growth. In this sense, and given how extraordinarily tumultuous the last year was, it seems that marketing directors will not take big risks in 2021 when designing their marketing strategies.
Faced with the question of what their company's main strategy is to fuel growth in 2021, 39% of CMOs intend to focus on increasing sales of existing products to those who are also customers . And 34% of marketers Phone Number List will choose to lift the curtain on new products and sell them to existing customers. Only 18% of CMOs intend to appeal to new segments of target audiences using products that are already part of their portfolio , while only 7% will bet on the introduction of new products to conquer new segments. The low-risk strategies with which marketers face 2021 are often synonymous with low return It is also worth taking into consideration that 1% of marketing directors see zero sales growth on the horizon for 2021.
In its report, Gartner recommends marketers be more selective with the strategies they choose to rely on and focus on what is most essential in the short term. CMOs should also ride on the back of marketing priorities that translate into the highest possible return (which is sometimes at odds with the low risk that many marketing directors advocate today). According to Gartner, marketing directors would also do well to design contingency plans that can be adjusted depending on the future of the coming months. «Playing everything a la carte for existing clients brings many benefits to CMOs, since we are facing a low-cost and low-risk strategy. However, low risk is often associated with low return ,” warns Jay Wilson, VP analyst at Gartner. “CMOs should avoid reinventing the wheel for 2021 and remember that for every strategy focused on scaling there must be another aimed at reduction or withdrawal ,” adds Augie Ray, VP analyst at Gartner.
Faced with the question of what their company's main strategy is to fuel growth in 2021, 39% of CMOs intend to focus on increasing sales of existing products to those who are also customers . And 34% of marketers Phone Number List will choose to lift the curtain on new products and sell them to existing customers. Only 18% of CMOs intend to appeal to new segments of target audiences using products that are already part of their portfolio , while only 7% will bet on the introduction of new products to conquer new segments. The low-risk strategies with which marketers face 2021 are often synonymous with low return It is also worth taking into consideration that 1% of marketing directors see zero sales growth on the horizon for 2021.
In its report, Gartner recommends marketers be more selective with the strategies they choose to rely on and focus on what is most essential in the short term. CMOs should also ride on the back of marketing priorities that translate into the highest possible return (which is sometimes at odds with the low risk that many marketing directors advocate today). According to Gartner, marketing directors would also do well to design contingency plans that can be adjusted depending on the future of the coming months. «Playing everything a la carte for existing clients brings many benefits to CMOs, since we are facing a low-cost and low-risk strategy. However, low risk is often associated with low return ,” warns Jay Wilson, VP analyst at Gartner. “CMOs should avoid reinventing the wheel for 2021 and remember that for every strategy focused on scaling there must be another aimed at reduction or withdrawal ,” adds Augie Ray, VP analyst at Gartner.