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Gartner Marketing Survey Finds 84% of Business Leaders and Employees Agree their Company Identity Must Change Significantly to Achieve Objectives
Experts Reveal How Brand and Narrative Strategies Are Critical Tools to Drive Business Transformation During Gartner (NYSE:) Marketing Symposium/Xpo, June 3-5 in Denver
DENVER–(BUSINESS WIRE)–
Eighty-four percent of business leaders and employees report their company’s identity must significantly change to achieve strategic objectives, according to a survey by Gartner, Inc (NYSE: IT).
The Gartner Marketing and Narrative Impact Survey of 1,154 business leaders and employees across North America and the United Kingdom in November and December 2023 found that 75% of respondents agree their organization must do a better job aligning external audiences’ views with company identity and direction.
Despite marketing’s accountability for brand, 72% of leaders report their marketing function is not instrumental to their company’s business evolution. Gartner experts presented the findings today during the Gartner Marketing Symposium/Xpo, which is taking place here through Wednesday.
Nearly all companies are evolving in some way to set themselves up for future success, whether by shifting capabilities or offerings, catching up to market expectations, or reaching new target audiences, said Dorian Cundick, VP, Advisory in the Gartner Marketing Practice. This presents a huge opportunity for marketers to bring audiences along to support this journey “ fueling revenue growth and helping increase perceptions of marketing as a critical partner in business evolution.
Gartner research shows that when audiences understand a company’s business evolution, they’re more likely to buy from, work for, or otherwise support that company. In fact, business leaders who report strong audience understanding of their business evolution are 1.4x more likely to surpass revenue objectives.
Marketing leaders must invest in a corporate narrative to create a bridge between brand and strategy, Cundick said. While the story of who an organization is and where it’s going is a powerful tool to support business evolution, it isn’t as effective as it could be “ the average employee uses them only about a third of the time. Infrequent use of narrative material is associated with a lower likelihood of exceeding performance goals.
In order for corporate narratives to achieve their full effect and generate value, CMOs must take a different approach to engaging in narrative efforts
A Gartner survey in November and December 2023 of 180 business leaders involved in moving forward their company’s business evolution found that skewing leadership efforts towards activation relative to development lifts business performance by 23%. When leaders focus disproportionately on activation, they also rate marketing as more instrumental to their company’s business evolution.
Marketing is most likely to be seen as a strategic partner in business evolution when leaders play a significant role in narrative activation efforts like mobilizing the narrative externally through campaigns, as opposed to development activities like finalizing the narrative framework, or testing it with key stakeholders, said Cundick. Leadership involvement in activation helps ensure that narrative materials have ˜fit’ “ meaning they’re contextualized for employees’ needs and are more likely to connect key audiences to the narrative.
Develop supporting materials that help employees achieve their communication goals
The Gartner Marketing and Narrative Impact Survey found most employees are trying to accomplish at least one of three things when they communicate about company identity and direction:
- 79% of employees want to align, creating line of sight between individuals and organizational identity.
- 64% want to persuade, influencing others in support of organizational identity and direction.
- 80% want to connect, building a sense of personal and shared connection to the organizational identity and direction.
Marketing teams should create resources like guidelines, proof points, tools and templates to help employees align and persuade others. For the connect use case, draft messaging and experiences that help employees see themselves in the narrative. Many of these materials can be developed at the same time as the narrative itself is being finalized, as long as different teams coordinate their efforts.
When CMOs play a more strategic and visible role in business evolution, business performance improves, and marketing’s value becomes more clear, Cundick said.
Gartner clients can read more in the report: CMOs: Use Corporate Narrative to Advance Business Strategy.
About the Gartner Marketing Symposium/Xpo
The Gartner Marketing Symposium/Xpo is taking place June 3-5 in Denver, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG.
About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com/marketing. Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.
About Gartner
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240604058290/en/
Jordan Brackenbury
Gartner
jordan.brackenbury@gartner.com
Juliette Dixon
Gartner
juliette.dixon@gartner.com
Source: Gartner, Inc.
In a turbulent market environment, Five9 (NASDAQ:) Inc’s stock has touched a 52-week low, reaching a price level of $28.74. This significant downturn reflects a broader trend for the cloud software company, which has seen its shares plummet by -58.79% over the past year. Investors are closely monitoring Five9’s performance as it navigates through a period of heightened volatility and shifting industry dynamics, which have contributed to the stock’s current valuation at this low point. The company’s efforts to rebound from this position will be under scrutiny in the coming quarters as market participants look for signs of a strategic turnaround or further indications of market pressures.
In other recent news, Five9 Inc . has achieved an annual revenue run rate exceeding $1 billion in Q2, a significant milestone despite lowering its annual revenue guidance by 3.8% due to customer budget constraints. The company’s adjusted EBITDA margin rose to 17% of revenue, contributing to a strong operating cash flow of $126 million. The company also confirmed plans to reduce its global workforce by approximately 7% by the end of 2024, a strategic move projected to cost between $12 million and $15 million.
Five9’s recent acquisition of Acqueon, a firm specializing in proactive outbound omnichannel customer engagement, aims to expand its AI offerings and bolster its growth. This move is in line with the company’s focus on managing expenses and improving profitability, with initiatives like FedRAMP and expansion into India anticipated to improve gross margins.
In their analysis, Piper Sandler maintained an Overweight rating for Five9, with a steady price target of $47.00, while Needham and BTIG both maintained a Buy rating with price targets of $48.00 and $45.00 respectively. These ratings reflect the firms’ confidence in Five9’s strategic positioning and potential for growth, despite the current challenges and workforce reduction.
InvestingPro Insights
Amid the current market conditions, Five9 Inc’s recent performance can be put into perspective with select data from InvestingPro. The company’s market capitalization stands at roughly $2.15 billion, indicating the size and scale of the business amidst its challenges. Despite the stock’s decline, analysts are showing a hint of optimism, with 20 analysts having revised their earnings estimates upwards for the upcoming period. This could signal a potential turnaround in sentiment or underlying business performance.
Importantly, Five9’s liquid assets are reported to surpass short-term obligations, suggesting that the company maintains a degree of financial flexibility to navigate its current difficulties. Furthermore, while the stock is trading near its 52-week low, it’s worth noting that the relative strength index (RSI) suggests the stock is in oversold territory, which can sometimes precede a rebound in share price. Investors looking for comprehensive analysis and additional InvestingPro Tips on Five9 can find more insights, including 14 other tips, at https://www.investing.com/pro/FIVN.
In terms of financial health, the company operates with a moderate level of debt and is expected to become profitable this year, according to analysts’ predictions. These elements may offer some solace to investors considering the stock’s substantial price fall over the last year. For those seeking a deeper dive into Five9’s valuation and future prospects, the InvestingPro platform provides a fair value estimate of $45.04, which is considerably higher than the current trading price, suggesting potential undervaluation.
This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.
TD Cowen reiterated its Buy rating on shares of Terns Pharmaceuticals (NASDAQ:TERN), following the company’s investor call. The call was held to manage expectations for the upcoming Phase 1/2 CARDINAL study data for chronic myeloid leukemia (CML). The firm noted the challenges in measuring the efficacy endpoint (EP) due to disease progression and the absence of treatment switch guidelines, which makes major molecular response (MMR) a challenging efficacy endpoint for Phase 1/2 trials.
The interim Phase 1/2 data aims to evaluate descriptive efficacy signals, considering patients’ baseline BCR-ABL levels and treatment history. The analyst highlighted that the once-daily (QD) dosing and the lack of food effect could potentially enhance the quality of life for patients compared to other allosteric tyrosine kinase inhibitors (TKIs).
Terns Pharmaceuticals has been focusing on the development of improved treatment options for CML. The company’s approach to dosing, which does not require food intake, may offer a more convenient alternative for patients, potentially leading to better adherence and outcomes.
The topline data from the 6-month Phase 1/2 CARDINAL study is anticipated to be available in 2025. This data will provide further insights into the treatment’s efficacy and safety, which are critical factors in the ongoing development and potential approval process.
Investors and stakeholders in Terns Pharmaceuticals are expected to closely monitor the progress of the CARDINAL study, as it could have a significant impact on the company’s future prospects and position in the CML treatment landscape.
In other recent news, Terns Pharmaceuticals has experienced significant developments. The biopharmaceutical company reported robust earnings and revenue results, with Mizuho Securities maintaining an Outperform rating on Terns shares, citing strong enthusiasm for the company’s drug, TERN-701, a potential treatment for chronic myeloid leukemia.
The firm expects the first interim Phase 1 CARDINAL study data for TERN-701 in December.
Terns also announced the appointment of Elona Kogan as its new chief legal officer, a move that underscores the company’s strategic development and pipeline advancement.
The company also secured an extension of its office lease in Foster City, California, through 2027, reflecting Terns Pharmaceuticals’ operational stability and long-term planning.
In terms of clinical trials, Terns has made progress in its ongoing Phase 1 study of TERN-701, with interim findings suggesting the drug can be administered once daily with or without food.
This development, coupled with the forthcoming Phase 1 data for another of Terns’ drugs, TERN-601—an oral GLP-1 receptor agonist for obesity—expected next month, underscores the company’s commitment to innovative therapies.
These recent developments, from financial performance to executive appointments and clinical trials, highlight Terns Pharmaceuticals’ ongoing efforts to advance its strategic objectives and deliver on its mission. The company’s activities are closely watched by investors and industry analysts, including those from Mizuho Securities, who continue to support the company’s potential.
InvestingPro Insights
As Terns Pharmaceuticals (NASDAQ:TERN) navigates the complexities of its Phase 1/2 CARDINAL study, investors are keeping a keen eye on the company’s financial health and stock performance. According to InvestingPro, Terns holds more cash than debt, which is a positive signal for financial stability. Additionally, with five analysts revising their earnings upwards for the upcoming period, there is a sense of optimism about the company’s potential performance.
However, it’s important to note that Terns is not currently profitable and has been quickly burning through cash, which may raise concerns about long-term sustainability. The company’s P/E Ratio stands at -5.71, reflecting these profitability challenges. Despite these hurdles, Terns has managed a 1 Year Price Total Return of 45.42%, indicating some investor confidence in the company’s growth prospects. The anticipated fair value from analysts stands at 15 USD, while the InvestingPro Fair Value is calculated at 5.8 USD, highlighting a divergence in valuation perspectives.
For those looking for more in-depth analysis, additional InvestingPro Tips on Terns Pharmaceuticals can be found at https://www.investing.com/pro/TERN, offering a comprehensive look at the company’s financial details and stock performance.
This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.
PARIS (Reuters) – French President Emmanuel Macron discussed the importance of maintaining support for Ukraine and the need for a ceasefire in Gaza during talks on Friday with German Chancellor Olaf Scholz, said the French presidency.
Regarding Ukraine, the two leaders expressed their determination to support the country “for as long and as intensively as necessary” in its war against Russia, the Elysee said.
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