In this episode, Gartner Analyst Iliyana Hadjistoyanova discusses key findings from the 2025 Gartner CCO Spend Survey. Communications leaders will get access to a unique dataset that will enable them to pressure-test their investment decision, defend their current budgets and give them the confidence to ask for more resourcing, if needed.Iliyana Hadjistoyanova supports communications leaders in managing their functions and teams. Her research and advisory work covers areas such as strategy building, operating models, governance, measurement, agency management and talent development. She is passionate about helping clients prioritize high-value work and connect it to business goals in clear, measurable ways.
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44:59
Cultivating Change-Ready B2B Buyers
In this episode, Gartner experts Sharon Cantor Ceurvorst and Alexandra Bellis discuss how successful B2B CMOs expand their focus from helping buyers buy to helping buyers manage change. This approach breaks through customers’ uncertainty and builds their confidence to buy and change with you. The discussion includes how to segment your buyers using Gartner’s change readiness profiles.Sharon Cantor Ceurvorst is a VP of research in the Gartner Marketing practice, finding new ways of solving B2B and B2C strategic marketing challenges. Her role involves setting annual research agendas and harnessing the collective expertise of marketing analysts and research methodologists to generate actionable insights.Alexandra Bellis, Ph.D. is a director of quantitative analytics and data science on the Gartner for Marketing Leaders' Quantitative Innovation Advanced Analytics team. In this role, she primarily focuses on survey data collection and analysis for the Marketing and Communications Peer and Practitioner Research teams.Disclaimer: Gartner is an impartial, independent analyst of the Information Technology industry. All content provided by other speakers is expressly the views of those speakers and their enterprises. The information should not be construed as a Gartner endorsement of said enterprise’s products or services.
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47:39
Equipping Comms With Skills for the Future
In this episode, Gartner advisor Brianna Lux and Gartner researcher Michelyne Chavez discuss Gartner’s updated Toolkit: Communications Core Competency Framework and Assessment.This Toolkit enables chief communications officers (CCOs) to assess their team on competencies critical to delivering value to the organization. The discussion includes an overview of the structure and function of the Toolkit, as well as a conversation around six new competencies that are increasingly important for communicators to thrive in today’s evolving business environment.Brianna Lux is a director of advisory for Gartner. In this role, Brianna partners with CCOs and communications leaders to identify, understand and advise on their challenges related to leadership and functional management. This includes strategy, org structure, budget, measurement and team development, as well as internal communications, including leader and manager comms, change comms and strategy comms.Michelyne Chavez is a principal on Gartner’s Communications research team. She has experience researching corporate branding, employer branding, corporate reputation management and executive communications.
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49:29
Becoming a Digital Marketing Genius in 2025
In this episode of #Hashtags, Gartner analysts Matt Moorut and Leah Leachman discuss Gartner’s annual Genius brand research. This discussion covers key areas distinguishing Genius brands from their peers, and the specific tech and talent strategies that drive these. These insights form a roadmap that CMOs can learn from to improve their own performance.Matt Moorut is an analyst for Gartner for Marketers. He provides Gartner's clients with guidance on various channel marketing topics. He is principally responsible for producing Gartner's analysis on email marketing and supports clients on search marketing, mobile marketing and omnichannel strategy.Leah Leachman is an analyst with Gartner for Marketing Leaders. She advises customer experience and marketing leaders on how to develop strategies that drive customer loyalty, retention, advocacy, and growth.
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42:30
Pushing Your AI Sprint to a Marathon
In this episode of #Hashtags, Gartner VP Analyst Nicole Greene, and Quantitative Analytics and Data Science Advanced Analytics Director Alexandra Bellis use new data to discuss how CMOs and CCOs can effectively move to a more strategic implementation of AI in order to drive growth and navigate reputation management. They explore the disconnect between widespread AI spending and measurable benefits, why productivity gains are uneven, and the importance of culture for AI adoption. This episode is a must-listen for any business leader looking to harness the potential of AI while mitigating its risks across strategic planning horizons.Nicole Greene is a VP Analyst for Gartner for Marketers who analyzes marketing strategy, trends and practices with an emphasis on artificial intelligence, content marketing and digital experience. Nicole’s cross-functional work on AI helps Gartner clients who are preparing their organizations for disruption.Alexandra Bellis, Ph.D. is a director of quantitative analytics and data science on the Gartner for Marketing Leaders' Quantitative Innovation Advanced Analytics team, with expertise in survey data collection and analysis.
Acerca de #Hashtags, The Gartner Marketing & Communications Podcast
Tune into #Hashtags, A Gartner Marketing and Communications Podcast, to get the inside scoop on timely topics for marketing and communications professionals. We’ll sit down with some of our best thinkers to share practical tips and strategic insights to help you stay ahead of the curve and add value to your organization.
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