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Gartner Marketing Survey Finds 84% of Business Leaders and Employees Agree their Company Identity Must Change Significantly to Achieve Objectives

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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.

Jordan Brackenbury
Gartner
jordan.brackenbury@gartner.com

Juliette Dixon
Gartner
juliette.dixon@gartner.com

Source: Gartner, Inc.

Stock Markets

SCWO Stock Hits 52-Week Low at $0.71 Amid Market Challenges

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In a challenging market environment, shares of 374Water (SCWO) have touched a 52-week low, dipping to $0.71. The company, with a market capitalization of $104 million, maintains a strong liquidity position with a current ratio of 3.81 and more cash than debt on its balance sheet, according to InvestingPro data. The company, which specializes in water treatment solutions, has seen its stock price struggle significantly over the past year, reflecting a broader trend in the sector. Investors have been cautious, as evidenced by the stock’s 1-year change, which shows a substantial decline of 52.96%. InvestingPro analysis indicates the stock is currently in oversold territory, with 18 additional investment insights available to subscribers. This downturn highlights the volatility faced by environmental technology companies and raises concerns about future performance amidst uncertain market conditions. With a beta of -0.51, the stock typically moves opposite to market direction, potentially offering diversification benefits.

In other recent news, 374Water Inc. has secured approximately $12.2 million through a registered direct offering, involving the sale of common stock and warrants. The cleantech company expects the gross proceeds before fees and expenses to be around the $12.2 million mark, with D. Boral (OTC:) Capital LLC serving as the exclusive placement agent for the offering. The capital infusion is scheduled to be finalized by November 18, 2024, pending customary closing conditions.

In further developments, 374Water has initiated operations of its AirSCWO technology at the Iron Bridge Regional Water Reclamation Facility in Orlando. This marks a significant step in commercial biosolids processing, with the technology designed to efficiently process biosolids and PFAS contaminated wastes. The successful integration of the AirSCWO system into the Iron Bridge facility demonstrates the company’s capacity to destroy persistent organic pollutants, including PFAS.

The Florida Department of Environmental Protection supported the installation with a grant under the Bilateral Infrastructure Law emerging contaminant funding. Notably, CEO Chris Gannon highlighted the operational success in Orlando as crucial for showcasing the technology’s capacity to manage municipal, federal, and industrial organic waste streams at scale. The company anticipates additional commitments across the United States, including a deployment to Orange County Sanitation (CA) in 2025.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.

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Stock Markets

Global shares and dollar firm in muted pre-Christmas trade

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By Alden Bentley, Samuel Indyk and Rae Wee

NEW YORK/LONDON (Reuters) -Wall Street topped off a global share rally in thin trade on Thursday as markets prepared for early Christmas Eve closes, while the dollar was buoyed by firmer Treasury yields and speculation that the Federal Reserve would slow its easing in 2025.

The was 0.47% higher in late morning trade, the rose 0.73% and the rose 0.99%.

U.S. stock trading wraps up at 1:00 p.m. EDT/1800 GMT, and the bond market closes at 2:00 p.m. Most financial centers around the world are closed on Wednesday for Christmas. The U.S. reopens on Thursday, while many financial centers have a second day off.

“Meagre news and data flow should keep the focus on a more hawkish Fed,” said Ipek Ozkardeskaya, senior analyst at Swissquote Bank.

MSCI’s gauge of stocks across the globe went up more than half a percent. The pan-European index rose 0.18%. 100 rose 0.19% and 40 rose 0.14%. German stocks were closed for the Christmas holiday.

In Asia, Chinese stocks rose after sources told Reuters that Beijing planned to issue a record amount of special treasury bonds next year as it ramps up fiscal stimulus to revive a faltering economy.

The blue-chip index and both ended 1.3% higher. Hong Kong’s advanced 1.1%.

The news came shortly after China’s finance ministry said authorities would ramp up fiscal support for consumption next year by raising pensions and medical insurance subsidies for residents, as well as expanding consumer goods trade-ins.

Still, investors remain cautious on the outlook for the world’s second-largest economy, particularly as it faces the threat of hefty tariffs from U.S. President-elect Donald Trump.

Elsewhere, MSCI’s broadest index of Asia-Pacific shares outside Japan rose 0.37%.

FED FOCUS

Investors are taking direction from last week’s 25 basis point Fed interest rate cut, its signals on the strength of the economy and its slow progress bringing inflation down to its 2% target. Markets are now pricing in about 35 basis points of easing for 2025, implying one quarter-point rate cut and around a 40% chance of a second.

U.S. Treasury yields pared gains after the Treasury saw solid demand for a $70 billion sale of five-year notes, but remained higher on the day. The two-year Treasury yield, which is sensitive to changes in Fed rate expectations, was up 0.9 bp at 4.359%, while the benchmark 10-year yield rose 2.6 bp to 4.625%, reaching a seven-month high at 4.629%. [US/]

“Like markets, the Fed will need to consider U.S. policies on tariffs and immigration in its inflation and growth outlook. We believe the subtle slowing in the U.S. labor market will still be the Fed’s paramount concern,” said analysts at Citi Wealth.

“While always uncertain, our base case expectation for a 3.75% policy rate is unchanged. It’s a far cry from the 1.7% U.S. policy rate average of the past 20 years.”

The Fed’s cut was the third one this cycle, taking the Fed funds rate to 4.25%-4.5%.

Ahead of Trump’s return to the White House in January, global central banks have urged caution over their rate paths due to uncertainty on how his planned tariffs, lower taxes and immigration curbs might affect policy.

Data on Monday showed U.S. consumer confidence unexpectedly weakened in December as the post-election euphoria fizzled and concerns about future business conditions emerged.

In currencies, the rose 0.14% hovering near a two-year high hit Monday, having climbed more than 2% in December so far.

The euro eased 0.15% to $1.0389, while the yen languished near last week’s five-month low, trading at 157.35 per dollar.

Japan’s Finance Minister Katsunobu Kato on Tuesday reiterated Tokyo’s discomfort with excessive foreign exchange moves and put speculators on notice that authorities are ready to act to stabilise a faltering yen.

© Reuters. FILE PHOTO: The German stock exchange is decorated for the Christmas season as the German share price index DAX graph is pictured in Frankfurt, Germany, December 23, 2024.    REUTERS/Staff/File Photo

rose 0.13% to $2,616.26 an ounce, having risen about 27% this year, heading for its biggest yearly gain since 2010.

rose 1.56% to $70.32 a barrel and rose to $73.73 per barrel, up 1.51% on the day. [O/R]

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Wall Street advances in short Christmas Eve session on megacap gains

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By David French

(Reuters) -Wall Street’s main indexes all ended higher on Tuesday, with gains in megacap and growth stocks bolstering benchmarks in a truncated Christmas Eve session.

Both the and the scored four straight sessions of gains. For the Dow, the run follows its 10-session skid earlier this month, its longest losing streak since 1974.

The benchmarks closed higher on the first day of a historically strong period called the “Santa Claus rally.” The on average has gained 1.3% in the last five days of December and first two days of January, according to data from the Stock Trader’s Almanac going back to 1969.

With megacap stocks having outsized influence on markets, their performance is often a key driver of indexes. When coupled with reduced trading volumes and few other catalysts, as many investors take time off for the holidays, this is even more pronounced.

All the so-called Magnificent Seven megacap technology stocks climbed on Tuesday, led by Tesla (NASDAQ:).

The automaker’s rise helped push consumer discretionary shares higher, making them the top gaining sector in the S&P.

Elsewhere, chip manufacturers were also buoyant. Broadcom (NASDAQ:) and Nvidia (NASDAQ:) were up, while Arm Holdings (NASDAQ:) climbed a day after losses from losing a court case.

Growth names rose despite U.S. Treasury interest rates remaining elevated – the benchmark 10-year note yielded around 4.61% on Tuesday. Traditionally, higher debt costs crimp growth stocks.

However, the long-term themes around technology development, including advancements in artificial intelligence, overshadow any near-term moves in Treasuries, said Charlie Ripley, senior investment strategist for Allianz (ETR:) Investment Management.

“This reinforces that view that the sector is going to remain strong, and should be well into the new year,” he said.

According to preliminary data, the S&P 500 gained 64.93 points, or 1.09%, to end at 6,039.00 points, while the Nasdaq Composite gained 264.31 points, or 1.34%, to 20,029.19. The Dow Jones Industrial Average rose 366.75 points, or 0.85%, to 43,273.70.

Stock markets shut at 1:00 p.m. ET on Tuesday and will be closed for Christmas on Wednesday.

After a stellar run to record highs following the November election, which sparked hopes of pro-business policies under U.S. President-elect Donald Trump, Wall Street’s rally hit a bump this month as investors grappled with the prospect of higher interest rates in 2025.

The U.S. Federal Reserve eased borrowing costs for the third time this year last Wednesday, but signaled only two more 25-basis-point reductions next year, down from its September projection of four cuts, as policymakers weigh the possibility of Trump’s policies stoking inflation.

Allianz’s Ripley said the themes which had driven the market higher in the past two months remained intact, and actions by the Fed had not killed the rally.

“Heading into 2025, things are set up with good positioning,” he said, noting factors including economic outlook, consumption in the U.S. and the labor market.

© Reuters. FILE PHOTO: A Christmas tree is seen outside of the New York Stock Exchange (NYSE) at Wall St and Broad St. in New York City, U.S., December 13, 2023.  REUTERS/Brendan McDermid/File Photo

Crypto-related stocks traded higher on Tuesday, including Microstrategy (NASDAQ:), Riot Platforms (NASDAQ:), and MARA Holdings, as the price of bitcoin advanced.

NeueHealth soared after the healthcare provider said New Enterprise Associates, its largest shareholder, and a group of existing investors will take the company private in a $1.3 billion deal.

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