Gartner Survey Finds 81% Of Marketing Leaders Have Contingency Plans In Response To Disruptions, But Just 21% Follow Them
Gartner, April 17th, 2023
Marketers Who Follow Their Contingency Plans Achieve Success Against Organizational Goals
Eighty-one percent of marketing leaders have established a contingency plan to respond to disruptions, according to a survey by Gartner, Inc. However, just 21% of respondents said they follow these plans, as marketers weather the storm of continued economic and geopolitical uncertainty.
A Gartner survey of nearly 400 marketing leaders conducted in November and December 2022 revealed that 44% of digital marketing leaders who enacted a contingency plan during an economic disruption event exceeded organization year-over-year profit growth.