In Gartner's most recent CMO Spend and Strategy Survey, 75% of marketing leaders said they feel pressured to do more with fewer resources. With economic headwinds, the rise of generative AI and a new focus on marginal growth, many CMOs and their teams are taking on increased responsibilities to show their value. But more is not always more when it comes to engaging with customers through digital marketing.

In this opening keynote from the Gartner Marketing Symposium/Xpo™ 2023 conference, Gartner VP Analysts Lizzy Foo Kune and Carlos Guerrero explain how marketers have used productivity and responsibility to shield themselves and their departments from budget scrutiny. However, there is a better system for marketers to show value and deliver growth: catalytic marketing. This new and meaningful way to engage with customers delivers profitable growth without always feeling the need to do more.

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Watch now: Marketing's New Directive: Resist the Tyranny of More

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Register now: Gartner Marketing Symposium/Xpo 2024

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Download now: The State of Marketing Budget and Strategy in 2023

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