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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

Six Reasons Why Your Positioning and Messaging Probably Isn’t Working

Jake Sorofman | November 29, 2016

I spend a fair amount of time talking to companies about positioning and messaging, which appears to be an endemic challenge for pretty much everyone. This is particularly true for technology vendors, who face the headwinds of the tyranny of…

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Understanding the Modern CMO: A Conversation at The Churchill Club

Jake Sorofman | November 18, 2016

On Wednesday night, I had the chance to moderate a panel discussion at The Churchill Club in Silicon Valley on the future of marketing. Here, I sat down with Karen Walker, CMO of Cisco; Liza Landsman, chief customer officer of…

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CMO Spending is on the Rise (Again!)

Jake Sorofman | October 25, 2016

Every year, Gartner for Marketing Leaders follows the money, reporting on how marketing leaders allocate and prioritize their spending—and, by extension, how they telegraph what really matters. Gartner just published its 2016-2017 CMO Spend Survey (subscription required). The first reaction…

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Is Your Brand Too Self Involved?

Jake Sorofman | October 06, 2016

When you start with what’s at stake for your customer, you earn the right to their attention. But, as marketers, in the service of our daily efforts—under deadline pressure and urgency to move the needle—it’s remarkably easy to lose sight…

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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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