Author’s Note

  • Perhaps the most valuable lesson that marketers are learning right now, is the ability to adapt quickly. To zero in on the initiatives, projects and tools that add value. 

  • With marketing budgets shrinking year over year, senior marketers in global roles have had to trim the fat, toss out the junk and find solutions that will sustain business and perhaps even provide growth through tough times. 

  • Gartner’s recent 2020 Spend Survey of 432 senior marketing leaders from 4 countries found that the most important brand metric for 2020 was the health of the brand: 

  • “In 2019, awareness was cited as the most valuable metric, with brand health trailing in second position. The positions have switched in 2020 as CMOs focus on what their audiences know and think about their brand”.

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