richard fouts's photo

Richard Fouts

Former Research VP

Read Full Bio

Call gartner marketing leaders

Do We Really Need all These People? When Less is More.

July 2, 2015 | 2 Comments

Years ago, when I conducted a community chorus I asked (during a budget meeting), “Do we really need all these musicians?”  One of the things this role taught me was how to manage on a shoestring. I actually found it both challenging and inspiring to manage within constraints. How could we produce great music using… Read More

Ode to Simplicity

July 1, 2015 | 0 Comments

This is a guest post from Anna Maria Virzi, one of Gartner’s foremost content marketers. Anna Maria also writes about travel and food at her blog (she is, after all, Italian). When I started researching the less-is-more movement in marketing, I discovered her passion for the topic; here she provides insight into the things that… Read More

Make measurement a team sport

June 30, 2015 | 0 Comments

No single organization owns the intense competitive battlefield we call customer experience. Though marketing is best equipped to take the lead in competing on experience, it also requires the intense cooperation of other business functions such as sales and service. Another marketing led example is lead generation, which is dramatically changing as marketers go deeper… Read More

What marketers can learn from the US Navy Seals

June 28, 2015 | 0 Comments

By now, every marketer has toyed with (or has subscribed) to agile marketing which argues for the frequent measurement of vigorously prioritized, small, time-bound activities.  By launching and learning in smaller chunks we avoid the trappings and risk of big bang models. Of course, success in agile requires cultural and process adjustments (its most famous being… Read More

Should you redesign the marketing organization?

June 23, 2015 | 3 Comments

There will come a time in every marketing executive’s life to reassess the design of the marketing organization. Several events can trigger this decision. A change in business strategy; for example a decision to derive the bulk of your revenue from services versus hardware and software. Or a strategic decision to diversify for example, will… Read More

Why Tell Stories?

June 4, 2015 | 4 Comments

Marketing and human memory are close cousins. Memory, after all, is the crux of brand awareness. Buyers that remember you are the same ones that think about you when it comes time to buy. This is where storytelling comes in. Stories engage. Stories help us learn. But mostly, stories help us remember. As one of… Read More

McKinsey Acquisition Underscores What We’ve Known for a While

May 18, 2015 | 0 Comments

The competitive battlefield for digital marketing agency services just got a little more interesting with McKinsey’s acquisition of Lunar, a design firm in San Francisco. With this move, McKinsey acknowledges an important learning of the past decade: that while many marketers define their customers through profiles and personas, they lack deep insight into how customers… Read More

The Key to Acquiring Top Talent

March 15, 2015 | 1 Comment

Tempt candidates with hard work. Really hard work. Here in the Silicon Valley, CMOs tell me every day that finding talented marketing people is at the top of their agenda. Their situation is particularly challenging of course; they compete with the likes of Twitter (just down the road from me), Google, Facebook, Uber and any… Read More

A Strategic Skill Everyone Must Hone

March 12, 2015 | 6 Comments

Simplicity. Survey after survey tells us buyers want a return to the simple life. Yes, this is tough when you sell a complex product or solution. But you have to try. This cry for simple doesn’t mean your buyer is simple minded or can’t understand complex things. But simple always wins over complexity. You’ll never… Read More

Marketing in a Connected Economy

February 6, 2015 | 2 Comments

A lot of marketing executives tell me digital business doesn’t apply to them (secure in their belief that it’s about smart refrigerators that automatically send orders to their local grocer when they’ve run out of milk and cheese). But, digital business is part of a much broader evolution we call the connected economy. Simply put,… Read More