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Simon J. Yates

Managing VP
Simon Yates is a Managing Vice President on the Gartner for Marketing Leaders team. His research coverage focuses on customer experience, with an emphasis on organizational design and strategy. He manages the Marketing Operations research...
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CDP: Another Three Letter Acronym Marketers Need To Know

Simon J. Yates | February 11, 2017

Is it bird? Is it a plane? No! It’s another three letter acronym for the next marketing technology to change marketer’s lives — the cleverly named Customer Data Platform — or CDP. Its not a DMP, a DMH or an…

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Marketing Technology 2017: (Or How I Learned To Stop Worrying And Love The Platform)

Simon J. Yates | January 06, 2017

Here’s a data point that my colleague Jake Sorofman noted in a blog post back in October that bears repeating: “CMO spending on technology now rivals CIO spending … 3.24% of revenue in 2016 [compared] to the CIO’s tech budget…

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Driving Data-Driven Insights Into Every Marketing Decision (or How I Came To Love Analytics As an ENFP)

Simon J. Yates | October 06, 2016

I took my Myers-Briggs test again recently. I first took the test during orientation at my first real job after college almost 25 years ago (gulp!). It told me that I was an extroverted (E), intuitive (N), Feeling (F), and…

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Gartner Marketing Organization and Strategy Survey: How Are Firms Building For The Future?

Simon J. Yates | June 24, 2016

With the release of two recent research notes —Marketing Organizational Design and Strategy Survey 2016: Marketing Leaders’ Ambitions Outstrip Capabilities and Designing Your Marketing Team for the Next Decade —  there’s been a healthy debate on the Gartner for Marketing Leaders research team about…

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CX and Innovation: Questions From Gartner Digital Marketing Conference

Simon J. Yates | June 03, 2016

Innovation is complex and so is customer experience. Bringing the two together to drive business results is a critically important task if you want to stay ahead of competitors — the vast majority of whom believe that customer experience is…

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Improve Your Digital Marketing Fitness: Finding End-of-Year Motivation for 2016

Simon J. Yates | December 14, 2015

I’m a sports and exercise nut — although my waistline, calorie-counting app and cholesterol could make a solid argument in the other direction. I’m also an analyst, so the data aspect is as addictive as the sport itself. My Fitbit…

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Marketing Strategic Planning: A Three Bucket System To Set You Up For Success in 2016

Simon J. Yates | November 06, 2015

It’s that time of year again! No, I’m not talking about Thanksgiving, holiday shopping or Fall apple-picking excursions with the kids. No, it’s 2016 budgeting and planning season! And for marketing leaders, it’s a double whammy – close out the year…

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Shifting Sands Of Marketing: Gartner 2015-2016 CMO Spend Survey

Simon J. Yates | October 22, 2015

For Marketers, the times — as the Bob Dylan song goes — are a-changin’. Our latest Gartner 2015-2016 CMO Spend Survey reveals some interesting insights into the mindset of today’s marketing leaders – how marketing in a digital world is evolving,…

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