A Gartner report analyses 2024 European marketing budget trends, revealing a 15% year-on-year decrease despite CMOs exceeding revenue goals. This decline is attributed to affordability concerns outweighing objective-based budgeting. The report highlights increased investment in bottom-of-the-funnel activities like demand generation and search marketing, while agency and labour costs were reduced. Gartner recommends strategies to improve communication of marketing's value and advocates for objective-based budgeting to secure future funding. The findings are based on a survey of 195 European CMOs across various sectors.

Marketing Budgets_ 2024 Trends and Strategies

In 2024, expert guests joined the Gartner Talent Angle to share their advice on the trickiest apsects of leadership that are critical to success in the modern world of work: uncertainty,&nbsp; conflict and failure. Nathan Furr and Susasannhah Harmon Furr detail how organizations can navigate uncertainty to drive transformation and innovation. Amy Gallo shows how leaders can effectively manage conflicts and transform them into productive dialogues within their organization. Amy Emondson offers insights on how organizations can shift their mindset toward failure and embrace it as a catalyst for growth and improvement. &nbsp;    Nathan Furr is a professor of strategy at INSEAD, where he teaches innovation and technology strategy. Nathan earned his doctorate from the Stanford Technology Ventures Program (STVP) at Stanford University and has written five books and more than 70 articles on innovation, technology, and transformation. Susannah Harmon Furr is a designer and art historian, and has founded a women’s clothing line inspired by her research. She is currently creating a hope accelerator in Normandy, France, to teach regenerative ecosystems and transformation for individuals and families. Susannah and Nathan Furr are co-authors of “The Upside of Uncertainty” (HBR Press, July 2022). &nbsp;     Amy Gallo is a workplace expert who writes and speaks about gender, interpersonal dynamics, and difficult conversations. She’s the best-selling author of “Getting Along: How to Work with Anyone (Even Difficult People)” and the “HBR Guide to Dealing with Conflict,” as well as hundreds of articles for Harvard Business Review. For the past five years, Amy has co-hosted HBR’s popular Women at Work podcast, which examines the struggles and successes of women in the workplace. Her advice has been featured in the New York Times, Wall Street Journal, Fast Company, BBC, and NPR.    &nbsp;     Amy C. Edmondson, the Novartis Professor of Leadership and Management at Harvard Business School, is a management scholar best known for her research on psychological safety and team learning. She has been recognized by the biannual Thinkers50 global ranking of management thinkers since 2011 and was ranked No. 1 in 2021 and 2023. She is the author of eight books, including her most recent book, Right Kind of Wrong: The Science of Failing Well, and more than 100 academic articles.

Best of 2024: Leadership

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Wolfgang Gartner - Level Up (feat. Scrufizzer) [HONÜ Remix]

In 2024, expert guests joined the Gartner Talent Angle to discuss the everchanging future of work. Professor and author Matt Beane shares his insights on how learning and development (L&amp;D) leaders can play a strategic role in unlocking human ability in the age of intelligent machines. Alex Soojung-Kim Pang unpacks how the four-day work week can recharge the workforce, accelerate performance and benefit organizations. Matt Beane is an assistant professor in the technology management program at the University of California, Santa Barbara. Matt does field research on work involving robots and AI to uncover systematic positive exceptions that we use across the broader world of work. He received his Ph.D. from the Sloan School of Management at the Massachusetts Institute of Technology in the information technologies department. Matt also took a two-year hiatus from his doctoral studies to help found and fund Humatics, an MIT-connected, full-stack IoT startup. Alex Soojung-Kim Pang a leading voice in reduced hours working. He is the author of three books exploring how companies and individuals can better integrate rest, creativity, and focus into digital-age lives and work. Before joining 4 Day Week Global, Alex was a research director at the Institute for the Future and senior consultant at Strategic Business Insights, and lectured at Oxford University, Stanford University, and UC Berkeley. Alex received a Ph.D. in history and sociology of science from the University of Pennsylvania. &nbsp;

Best of 2024: Future of Work

Expert guests joined the Gartner Talent Angle throughout 2024 to discuss shifts in the labor market. Economist and labor market expert Gad Levanon shares how HR leaders can capitalize on changes in the talent landscape to give their organizations an edge. Professor Joseph Fuller then offers findings from his latest research on skills-based hiring, offering practical guidance to help organizations broaden the aperture of their talent pools.    Gad Levanon is chief economist of the Burning Glass Institute. Previously, Gad was with The Conference Board where he was founder of the Labor Market Institute and led the Help Wanted OnLine program. His research focuses on trends in U.S. and global labor markets, the U.S. economy, and their impact on employers. Before The Conference Board, he worked at the Bank of Israel​. He received his doctorate in economics from Princeton University, and he holds undergraduate and master’s degrees from Tel Aviv University. &nbsp;     Joseph Fuller is a professor of management practice in general management at Harvard Business School and co-leads the school’s initiative, Managing the&nbsp;. He founded the consulting firm Monitor Group, now Monitor Deloitte, and has worked with senior executives and policymakers on a wide variety of issues related to corporate strategy and national competitiveness.    &nbsp;     &nbsp;

Best of 2024: The Labor Market

In 2024, experts joined the Gartner Talent Angle to discuss the world of careers. Author Dorie Clark shares how HR leaders can help employees achieve meaningful career growth and long-term success at work. Author and Professor Martin Gutmann looks back through history to surface new ideas about identifying strong leaders and building effective succession pipelines.    Dorie Clark is a consultant and keynote speaker and teaches executive education at Columbia Business School. She is the Wall Street Journal bestselling author of “The Long Game, Entrepreneurial You, Reinventing You and Stand Out,” which was named the No. 1 Leadership Book of the Year by Inc. magazine. Dorie has been named three times as one of the Top 50 business thinkers in the world by Thinkers50. You can download her Long Game strategic thinking self-assessment at dorieclark.com/thelonggame.          Martin Gutmann is an author, speaker and scholar interested in how the past can illuminate today's most pressing challenges. He is a professor at the Lucerne School of Business in Switzerland and the best-selling author of “The Unseen Leader: How History Can Help Us Rethink Leadership.” His writing and thought leadership pieces have been published in various platforms and magazines, such as Forbes, Big Think, Fast Company, and Minutehack. Martin holds a Ph.D. in history from the Maxwell School of Citizenship and Public Affairs at Syracuse University, an Executive MBA from IE Business School in Spain, and higher education teacher’s training from Harvard University and ETH Zurich.

Best of 2024: Careers

To access the 2025 future of work trends research, see:  &nbsp; Entering 2025, organizations face a host of environmental shifts, such as economic uncertainty, changing workforce demographics and continued AI innovation. As CHROs set their strategies for 2025, they must help their organizations navigate unforeseen challenges by considering the newest developments in the world of work. In this episode of the Talent Angle, Gartner’s Peter Aykens and Emily Rose McRae share nine&nbsp;&nbsp;trends that will shape HR in 2025. &nbsp; Peter Aykens is the chief of research for Gartner’s HR practice. Aykens is responsible for building and leading research teams within the practice to address clients’ key initiatives. Before his current role, he spent over 25 years at Gartner leading research teams focused on banking and financial services strategy, producing numerous studies that addressed business strategy, channels, marketing, customer experience and product challenges. He holds a bachelor’s degree in political science from St. Olaf College, a master’s degree in international politics from Aberystwyth University (formerly known as the University College of Wales, Aberystwyth), and a master’s degree and a doctorate in political science from Brown University. &nbsp; Emily Rose McRae advises CHROs and other C-suite executives on the&nbsp;&nbsp;and workforce transformation. Emily Rose’s core focus areas include emerging technologies (such as GenAI) and their impact on work and the workforce, new employment models, evolving employee expectations, flexibility for frontline workers, and the aging workforce. She also helps executives with&nbsp;&nbsp;to anticipate and prepare for these changes, creating an enterprisewide future of work strategy, and creating and iterating on&nbsp;&nbsp;strategies and the role of the office. &nbsp;      Caroline Walsh is a managing vice president in Gartner’s HR practice. Her teams help HR leaders build and execute talent, diversity, rewards, and learning strategies and programs. Caroline has also led Gartner research teams on commercial banking strategy and leadership. She holds a bachelor’s degree in East Asian studies from Columbia University, and a master’s degree in public affairs from Princeton University.

9 Trends Shaping the Future of Work in 2025

Burnout can impact employees at all levels, including the very managers and leaders tasked with spotting it on their teams. Daisy Auger-Domínguez, author of “Burnt Out to Lit Up: How to Reignite the Joy of Leading People,” joins the Talent Angle Podcast to discuss how she managed her own burnout while leading a global team through the COVID-19 pandemic. Drawing on her experience as a chief people officer (CPO), Daisy identifies warning signs of burnout that leaders should watch out for and provides strategies for organizations to mitigate the risks of burnout. Daisy Auger-Domínguez is an award-winning global leader, speaker and author who guides organizations to meet the moment and tackle the pressing question: “Is there a better way to work?” With decades of experience driving transformations at the leading edge of people and culture at Disney, Google and Vice Media, Daisy specializes in bridging divides and aligning people, culture, structures and practices to deliver lasting impact. Through her advisory firm, Daisy provides fractional CPO engagements, and speaks and advises startups on sustainable, people-centered solutions. Her books, “Inclusion Revolution: The Essential Guide to Dismantling Racial Inequity in the Workplace” and “Burnt Out to Lit Up: How to Reignite the Joy of Leading People” offer practical strategies for inclusion and leadership. A sought-after speaker, Daisy’s work has been featured in Forbes, Harvard Business Review, Inc., MSNBC and TEDx. Jessie Knight is a vice president of research in the Gartner HR practice. She leads research teams to identify best practices and new opportunities to address HR executives’ most urgent challenges. Her areas of focus include employee experience, organizational culture, change management and the future of work.

Beating Burnout, With Daisy Auger-Domínguez

Podcast discussing the Gartner Hype Cycles reports analyzing emerging technologies. The first report (July 2024) focuses on digital government services, evaluating various technologies like Large Action Models and Policy as Code based on maturity and market penetration. The second report (August 2024) examines broader emerging technologies across industries, including AI supercomputing, autonomous agents, and GitOps, assessing their potential benefits and challenges. Both reports provide vendor examples and user recommendations for each technology.

Gartner Hype Cycle for Digital Government Services, 2024

As the global workforce continues to age, it is increasingly vital for organizations to have both efficient succession plans and effective knowledge sharing between their employees. Julie Berko, Director of the Office of Human Resources at the National Institutes of Health (NIH), joins the Talent Angle to discuss how organizations can leverage data to enable knowledge sharing and simplify succession planning. She also explains how organizations can identify future skills needs and build strategies to develop them. Julie Berko boasts more than 30 years of human resources experience, honored with the 2022 Presidential Rank Award. A Hodgkin’s lymphoma survivor, she champions workplace flexibilities and employee well-being. Julie pioneered the FAA's Work/Life program and geriatric care management. At NIH, she instituted the Leave Bank program, Maxiflex, and telework expansion, meeting 100% employee needs. Her initiatives fostered diversity, inclusion, and swift response to COVID-19, enabling quick transition to maximum telework for 75% of the workforce. Julie served on the NIH Child Care Board, Health and Wellness Council, and co-chaired the 2023 Federal Human Capital Collaborative Forum. She holds a master’s degree in public administration from American University and a bachelor’s degree in sociology from Howard University. Peter Aykens is the chief of research for Gartner’s HR practice. Peter is responsible for building and leading research teams within the practice to address clients’ key initiatives. Before his current role, he spent over 25 years at Gartner leading research teams focused on banking and financial services strategy, producing numerous studies that addressed business strategy, channels, marketing, customer experience and product challenges. He holds a bachelor’s degree in political science from St. Olaf College, a master’s degree in international politics from Aberystwyth University (formerly known as the University College of Wales, Aberystwyth) and a master’s degree and a doctorate in political science from Brown University.

SPOTLIGHT: Driving Cross-Generational Collaboration, With NIH’s Julie Berko

Learning and development is a key lever for CHROs to deliver strategic impact, but it can be a challenge to keep pace with workforce needs. As technology innovation impacts both critical skills and learning delivery, CHROs must evaluate the effectiveness of their learning initiatives and foster an environment of learning.&nbsp;Bala Sathyanarayanan, CHRO at Greif, joins the Talent Angle Podcast to share insights on how HR can build a learning culture. He explains why continuous learning is a necessity in today’s world of work, and shares how HR can drive business strategy by tapping into employees’ desire to grow. Bala V. Sathyanarayanan serves as the executive vice president and chief human resources officer at Greif. Before Greif, Bala held global leadership roles at Xerox, Hewlett Packard Enterprise, Coca-Cola and United Technologies. Bala earned a Bachelor of Science degree in electronics engineering and a Master of Business Administration (MBA) degree from the University of Madras in Chennai, India. He also holds a master’s in human resources management from Rutgers University and graduated from the Advanced Management Program at Harvard Business School. Peter Aykens is the chief of research for Gartner’s HR practice. Aykens is responsible for building and leading research teams within the practice to address clients’ key initiatives. Before his current role, he spent over 25 years at Gartner leading research teams focused on banking and financial services strategy, producing numerous studies that addressed business strategy, channels, marketing, customer experience and product challenges. He holds a bachelor’s degree in political science from St. Olaf College, a master’s degree in international politics from Aberystwyth University (formerly known as the University College of Wales, Aberystwyth), and a master’s degree and a doctorate in political science from Brown University.

Building a Learning Culture, With Bala Sathyanarayanan

Technology is advancing at a breakneck speed, presenting both new opportunities and challenges for organizations. Ismat Duckson Aziz, Kemper CHRO and Chief Administrative Officer, joins the Talent Angle to discuss how CHROs can shape the technology strategy of their organization. She explains how CHROs can overcome the anxiety that comes with diving into the rapidly changing environment of technology, and assert themselves as drivers of enterprise innovation. Ismat Duckson Aziz is the Chief Human Resources Officer (CHRO) and Chief Administrative Officer of Kemper. Ismat has more than 25 years of HR experience, most recently serving at U.S. Bank as Chief Advocacy Officer. Previous roles include CHRO for Sprint, CHRO for Sam’s Club, and senior HR roles at Sears Canada and MDS Pharma Services. Ismat earned a master’s of business administration from Ivey Business School at Western University in Canada and completed her undergraduate work at the University of Toronto. Ismat holds certifications in board governance and HR internationally. Jessica Knight is a vice president of research in the Gartner HR practice. She leads research teams to identify best practices and new opportunities to address HR executives’ most urgent challenges. Her areas of focus include employee experience, organizational culture, change management and the future of work.

SPOTLIGHT: Embracing CHRO Digital Leadership, with Kemper CHRO Ismat Duckson Aziz

Demand generation is undergoing a major transformation, and AI is at the center of it all.
In this episode of GTM Innovators, host Kyle James sits down with Prashant Kaw to explore how AI is reshaping demand gen workflows, disrupting traditional attribution models, and redefining go-to-market strategies. From hyper-personalization to the rise of dark social, we dive deep into the biggest challenges and opportunities for marketers in an AI-driven world.
Tune in for insights that will help you stay ahead in the evolving landscape of B2B marketing.

GTM Innovators: The Future of Demand Gen - AI, Data, and Personalization with Prashant Kaw

Change agility — the ability to effectively manage and adapt to change — is a top leadership priority for organizations in 2025. As disruption becomes the norm, leaders must adapt and equip their teams to do the same. Red Hat CPO Jennifer Dudeck joins the Talent Angle Podcast to share her insights on how to lead through change and build a strong bench of future change-ready leaders. Jennifer Dudeck is Senior Vice President and Chief People Officer at Red Hat. In this role, she leads the team responsible for managing global human resources, administering payroll, and creating inspiring work environments supporting Red Hat’s award-winning culture. She has more than 25 years of human resources experience across all functions with a focus on helping the teams she led maximize alignment with, and impact on, the enterprise Jennifer is passionate about improving the experience of being a Red Hatter. Throughout her time at Red Hat, she has driven increased focus on manager excellence, performance and development, and career mobility. Jennifer is also a thought leader on the opportunities and challenges created by the convergence of AI and human resources. Jennifer has been a change leader across the enterprise, playing an active role in multiple major transformational initiatives in previous roles. Before joining Red Hat, Jennifer worked with Cisco Systems most recently as Vice President of the Transformation Office focused on enabling ongoing employee engagement, growth, and business impact. During her time with the company, she also held various leadership roles across the human resources function. Prior to that, Jennifer held several business-aligned human resources roles at Honeywell Corp.’s Aerospace and Performance Materials business units. Peter Aykens is the chief of research for Gartner’s HR practice. Aykens is responsible for building and leading research teams within the practice to address clients’ key initiatives. Before his current role, he spent over 25 years at Gartner leading research teams focused on banking and financial services strategy, producing numerous studies that addressed business strategy, channels, marketing, customer experience and product challenges. He holds a bachelor’s degree in political science from St. Olaf College, a master’s degree in international politics from Aberystwyth University (formerly known as the University College of Wales, Aberystwyth), and a master’s degree and a doctorate in political science from Brown University.

Cultivating Change Leaders, With Red Hat CPO Jennifer Dudeck

Pílula de cultura digital para começarmos bem a semana 😊
Uma expectativa alta e uma maturidade baixa expõem o dilema da inteligência artificial nas empresas.

A IA criou um tsunami de expectativas nos últimos anos, com a popularização das plataformas de IA generativa, como o ChatGPT. No entanto, a maioria das empresas ainda está longe de tirar proveito de tudo o que essa tecnologia pode oferecer.

Isso acontece, em grande parte, não por limitações técnicas, mas por falta de estratégia e de maturidade organizacional. Afinal, a IA será tão poderosa quanto forem a intenção, a cultura e a qualidade dos dados que a sustentarem.

Durante a Conferência Gartner Data & Analytics, que aconteceu nos dias 28 e 29 de abril, em São Paulo, especialistas internacionais discutiram os desafios e oportunidades da IA. O diagnóstico foi que a IA promete muito, mas sua entrega ainda é tímida.

O que se vê, na prática, é uma corrida por resultados rápidos, sem o amadurecimento necessário das bases de dados, da governança e principalmente da cultura organizacional. Para os especialistas, as equipes se desgastam em ciclos intermináveis de preparação de dados e expectativas insanas.

Eles afirmam que esse ritmo implacável está afetando o moral ainda mais rápido do que os recursos. Por isso, as equipes precisam superar a crescente complexidade e as dúvidas sobre sua capacidade de entrega. A tentação de simplificar demais ou buscar soluções rápidas é um caminho perigoso, que deve ser evitado a todo custo.

Então, qual é o caminho que os gestores devem seguir para uma implantação madura e eficiente da IA nos seus negócios? Dou alguns caminhos nesse episódio, a partir do que vi nesse evento. Confira! E depois compartilhe suas ideias conosco.


Dados ruins e pouca maturidade atravancam a IA

In this episode of GTM Innovators, Kyle James sits down with Chris Manfredi, Global Director of Analyst Relations at Sprout Social, to explore the power of analyst relations as a trust-building force in go-to-market strategy. With over a decade of experience navigating firms like Gartner, Forrester, and IDC, Chris shares how AR serves as a strategic connective tissue across product, marketing, sales, and the C-suite. From managing 1,500+ analyst touchpoints a year to synthesizing insights for executive decisions, Chris offers a behind-the-scenes look at what makes AR truly impactful, especially in today’s AI-driven, insight-saturated landscape. Whether you’re new to AR or looking to take your program to the next level, this conversation is packed with practical wisdom, human-centric perspective, and bold ideas for the future.

Building GTM Trust Through Analyst Relations with Chris Manfredi

Pílula de cultura digital para começarmos bem a semana 😊
O valor da inteligência artificial vem do equilíbrio entre tecnologia e humanidade.

A IA colocou as empresas em uma encruzilhada digital histórica. Extrair valor real dessa tecnologia exige mais que investimentos em sistemas e servidores. Para isso, as lideranças precisam também gerenciar expectativas e cuidar do preparo humano das equipes.

Até hoje, apenas 20% dos projetos de IA alcançaram retorno financeiro, e míseros 2% promoveram uma transformação real nos negócios, onde reside o seu grande potencial. As empresas que encontram, capturam e sustentam ganhos com a IA são as que se afastam da descrença exagerada, que impede qualquer ação, e do deslumbramento inconsequente, que leva a investimentos sem foco.

Essas foram algumas das principais mensagens da Conferência Gartner CIO & IT Executive, que aconteceu em São Paulo entre 22 e 24 de setembro. O problema muitas vezes vem do desalinhamento de expectativas, com as companhias investindo apenas em projetos de produtividade, mas esperando grande geração de receita.

Atravessar esse “vale da desilusão” pede líderes que enfrentem ceticismo, calibrem metas e sustentem investimentos, mesmo sem resultados imediatos. Isso fica mais desafiador quando, segundo o Gartner, 95% dos latino-americanos querem usar IA, mas só 40% confiam que seus gestores farão os movimentos de forma responsável.

Isso explica por que as empresas já percorreram quase metade do caminho da prontidão tecnológica para o uso da IA, mas esse avanço mal chega a um quarto no preparo humano. O medo de perder o emprego, a curva de aprendizagem íngreme e sobretudo a falta de confiança na chefia explicam essa diferença.

Mas então, o que as empresas devem fazer para extrair esse valor real da IA. É sobre isso que falo nesse episódio.

E no seu cotidiano, você vê a IA sendo usada de maneira verdadeiramente transformadora ou apenas incremental?


O valor da IA vem do equilíbrio entre tecnologia e humanidade

Diesen November stellen wir Euch Berufe rund um den Tod vor. Los geht es auf dem Friedhof. In Hamburg-Rahlstedt werden junge Menschen zu Friedhofsgärtnern ausgebildet.

ern-Novemberreihe: Friedhofsgärtner

A HONÜ WORLD

Born in Hawaii, HONÜ (Hawaiian word for sea turtle) embodies a life motto: “Slow & Steady Wins The Race.”

His versatility shines through in seamless transitions between house and bass music, creating a unique sonic landscape. He’s landed releases on labels backed by EDM giants such as Steve Aoki, Don Diablo, Wax Motif, Kyle Watson, Boogie T, Dr. Fresch, and more.

Each set fuses pulsating house rhythms and deep basslines, delivering unforgettable experiences. Whether headlining festivals or spinning in intimate clubs, the energy and passion he brings lights up every stage.

The slogan “Break out of your shell, it’ll set you free” defines his approach to life, one that embraces living fully in the moment.

The Turtle Club stands as a community built for dreamers, reminding fans they’re not alone in life’s ocean and encouraging them to “Never stop chasing your dream, even if you’re as slow as a turtle.”

Bookings - Chelsea@thgagency.us 
Promos - Honupromos@gmail.com

Releases On:

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Whitehat is an Inbound Marketing Agency and an AI consultancy based in London. We work with B2B companies in the finance, technology (hardware and software), manufacturing, charity, and educational sectors. These companies tend to be located within the UK or continental Europe and have an average turnover of between £5M and £ 100 M. Their sales cycle is often 6 months or more. They typically have an active direct sales team of at least 5 people but little or no internal marketing capability.

Jornalista (preferencialmente digital), educador (preferencialmente digital), trabalhando para tornar o mundo um lugar melhor

New tracks tagged #Gartner