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Jake Sorofman

Research VP
Jake Sorofman analyzes digital marketing strategy, trends and practices. He focuses on customer experience and content marketing and helps clients use these techniques to engage customers, evangelize their brands, grow revenue and transform their business.
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Blog

Yes, CMOs Will Likely Spend More on Technology than CIOs by 2017

Jake Sorofman | September 20, 2016

By 2017, CMOs will spend more on technology than CIOs. This now-famous prediction was made several years ago by my former Gartner colleague Laura McLellan. At the time, it was polarizing, to say the least. Depending on who you asked,…

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Four Patterns and Anti-Patterns of Effective Gartner Briefings

Jake Sorofman | September 15, 2016

Vendor briefings are part of what it means to be a Gartner analyst. They’re an important input into the constellation of data we collect to form insights about vendor and provider categories and ecosystems. We value the time and preparation…

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Great Customer Experience Leaders Look Beyond Customer Voice

Jake Sorofman | September 09, 2016

As a strategy, customer experience runs the risk of devolving into the sort of absurdist platitudes that you might expect to find on a cat poster. Put the customer first. Learn to listen. Empathize. All worthy virtues, to be sure,…

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The Rule of Three in Marketing

Jake Sorofman | August 25, 2016

Early in my career, I worked with a brilliant guy—a charismatic showman who may have sold snake oil in some other life—who presented every case in three parts. He’d stand surefooted, arms akimbo, extending his left hand to count off…

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How a Yeti Awakened This Reluctant Consumer

Jake Sorofman | August 11, 2016

I’m no materialist and, honestly, really not much of a consumer. With the exception of things that float, I’m actively indifferent to stuff. My tendency is to shed, not acquire. This fact should make me an unattractive target for most…

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In Search of the Marketing Unicorn

Jake Sorofman | August 03, 2016

Not long ago, I wrote about poets and quants in the marketing department. I suggested that, while it may sometimes feel like the mathletes have the advantage, both skillsets are crucial to modern marketing. But the reality is that these…

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Digital Marketing and the Convergence of Everything

Jake Sorofman | July 26, 2016

A couple weeks ago, I wrote about the tyranny of words and how, sometimes, the more we say, the less we all understand. Loose language and opportunistic co-opting of categories, ideas and terms leads to a dissolution of meaning which,…

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High Performing Marketers Treat Work Like a Game

Jake Sorofman | July 14, 2016

Confucius said that if you choose a job you love, you’ll never work a day in your life. Of course such cat-poster wisdom tends to favor the fortunate. Charmed is the life of the philosopher/poet. About work, my father used…

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Digital Marketing and the Tyranny of Words

Jake Sorofman | July 07, 2016

Without proper care and feeding, words can become slippery, pernicious things. This, of course, is the case wherever and whenever words are used and abused, but it often feels particularly true in the world of digital marketing, where we’re not…

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Every Brand Has a Story: A Conversation with Screenwriting Legend Robert McKee

Jake Sorofman | June 23, 2016

If you saw the 2002 movie Adaptation, you’ll probably remember the (unforgettable) scene where the main character—an aspiring screenwriter named Charlie Kaufman played by a wan, self-loathing Nicholas Cage—attends one of Robert McKee’s famous screenwriting seminars. Raising his hand in…

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