Dig deeper with timely and topical information that keeps you ahead of the digital curve.

Validate, learn and discover with fresh digital perspectives from successful marketing leaders.

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

Blog

The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity

All the energy and investment you commit to automating digital experiences at scale may be for naught if you’ve failed to pay adequate attention to the content supply chain. Why? Because the content supply chain is the rate limiter to…

Read Post

Blog

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

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…

Read Post

Blog

Understanding the Modern CMO: A Conversation at The Churchill Club

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…

Read Post

Blog

CMO Spending is on the Rise (Again!)

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…

Read Post

Blog

Is Your Brand Too Self Involved?

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…

Read Post

Blog

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

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,…

Read Post

Blog

Four Patterns and Anti-Patterns of Effective Gartner Briefings

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…

Read Post

Blog

Great Customer Experience Leaders Look Beyond Customer Voice

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,…

Read Post

Blog

The Rule of Three in Marketing

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…

Read Post

Blog

How a Yeti Awakened This Reluctant Consumer

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…

Read Post