Through 2022, 50% of large organizations will have failed to unify engagement channels, resulting in a disjointed and siloed customer experience that lacks context. To remedy this, research shows that organizations should deliver frictionless experiences to create more connected experiences for customers to further drive e-commerce.

Gartner found that 44% of consumers report that their highest expectations of companies is for them to ensure their own policies and practices align with a cause, but only 37% of CMOs report taking that action. 24% of consumers say one of brands’ top two priorities should be donating money to cause, yet 46% of CMOs report donations as a top action taken.

Life realigned, the wealth gap and seismic civic engagement are three major themes that will impact consumer values and buying behaviors in 2021. Gartner analysts say that marketing leaders should consider these themes in their strategic planning in order to meet consumers with appropriate modes of marketing and communications.

79% of marketers believe the best way to engage B2B buyers is to deliver personally relevant communications. This level of personalization requires more from marketers - more customer insights, content, and resources. However, this is a luxury many B2B marketers can’t afford right now.

Chief marketing officers (CMOs) must focus on building trust as 57% of consumers reported they lacked trust in U.S. brands, according to a recent survey by Gartner, Inc. In the midst of dire loss of trust, marketing leaders hope to differentiate themselves by improving brand trust.

To be more agile and adaptive in the year ahead, marketing leaders must prioritize four core competencies with a renewed focus that accounts for the unprecedented changes of 2020. Customer understanding, adaptive planning, data-driven decision making and strategic cost optimization are the core competencies that will help marketing to survive and thrive in 2021.