jake sorofman's photo

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.
Read Full Bio

Call gartner marketing leaders

Five Things Sailboat Racing Taught Me About Marketing

February 10, 2016 | 2 Comments

I grew up messing about in boats, a scruffy wharf rat of a kid in soaking, salt-stained deck shoes with barnacle-scarred elbows and knees and an abiding affection for the sea. I’ll spare you the pirate talk and the seafaring stories (for now) and get to the point. In fulfilling my persistent need to float,… Read More

Procrastinators, Unite! It May be Good for Creativity

January 29, 2016 | 0 Comments

I’m known to be a bit obsessive about deadlines. I make lists and cross things out with the celebratory stroke of a pen. I respond to the dulcet tone of my incoming e-mail like Pavlov’s dog, oddly appreciative for the reward. I often reply in nanoseconds. I plan my work many weeks or months in… Read More

Disruptive Innovation Requires Seeing Problems with Fresh Eyes

January 21, 2016 | 0 Comments

Clayton Christensen gave us the idea of creative destruction, which urges business leaders to actively replace products and/or business models before markets do it for them. Lester Thurow talked about the idea of punctuated equilibrium, a term he borrowed from evolutionary biology, which forecast an occasional, often violent reshuffling in the order of things as… Read More

Digital Marketing Hubs Are the Center of the Digital Marketer’s Universe

January 15, 2016 | 2 Comments

Suggesting that the digital marketing landscape has grown complex and fragmented is like saying that the universe is vast beyond description. Nobody (save for the astronomer, anyway) will argue with you. Truth is, sometimes considering the range of available digital marketing technologies can feel a bit like appraising infinite stars against an inky midnight sky.… Read More

The Problem with Performance Marketing

January 6, 2016 | 3 Comments

Marketers can be an impatient lot. This is particularly true for so-called performance marketers who often wear their impatience as a badge of pride. They make no apologies. They’re bound to tell you that they live and breathe to make the cash register ring. Performance marketers are proud of their ability to drive measureable results… Read More

Five Holiday Wishes for the Marketing Leader

December 17, 2015 | 1 Comment

Feel that lightness in your wallet? That means the holiday season is in full swing. Which begs the question: What will marketers wish for? It was a year of solid progress for the average marketer, as digital marketing went mainstream. But, still, there’s yearning for more. In this, my final blog post of 2015, I’ll… Read More

Digital Marketing by Design

December 3, 2015 | 2 Comments

Who says elephants can’t dance? A couple Sunday’s ago, the New York Times profiled Phil Gilbert, the man behind IBM’s incipient reinvention from enterprise stalwart to design-centered innovator. As the story goes, Big Blue is betting big on design thinking—a bet that’s intended to win over a growing class of increasingly discriminating, design-savvy decision makers… Read More

Great Customer Experience Doesn’t Happen by Accident

November 18, 2015 | 6 Comments

There’s nothing new about the idea of customer experience. In fact, at heart, it’s an idea that’s as ancient as trade itself. Wherever business is done, a customer experience accrues. And wherever there’s competition for that business, the customer experience will be judged. But what is new to some is the modern notion that the… Read More

Gartner’s CMO Spend Survey; You Had Questions, We Have Answers

November 12, 2015 | 2 Comments

A couple weeks ago, we delivered a free public webinar highlighting the findings from Gartner’s 2015-2016 CMO Spend Survey. You can watch the replay here and read the summary of findings here. You asked great questions, some of which I didn’t quite get to. But I didn’t forget my promise; you had questions, we have… Read More

What We Talk About When We Talk About Customer Experience

November 4, 2015 | 1 Comment

What is customer experience? A better question: what isn’t? Customer experience is, roughly speaking, the sum of every branded interaction, pre- and post-sales. It’s this universality that makes customer experience such a perplexing topic. It can be hard to pin down. Austrian philosopher Karl Popper said that any theory that attempts to explain everything, explains… Read More