Redefining
Benchmarking technology investments in consumer goods sales and marketing
By Lisa Johnston
Just one short year ago, CGT urged the consumer goods industry to buckle up for a period of transformative change and prepare for an unprecedented future. Believe it or not, that was before artificial intelligence secured a renewed grasp on marketers’ attention and rocketed into the term (or at least tech hype) of the year.
As we once again take the pulse on this year’s challenges, opportunities, and priorities, we’ve found a similar blend of excitement and frustration from consumer goods professionals, as well as the desire for a deeper understanding of their customers. Beyond curiosity in emerging technologies, we’ve also identified legacy issues that just won’t quit (is a CG really a CG without excessive silos?), while other factors like a lack of retailer collaboration and budget constraints are also proving to be hindrances.
The unscripted journey continues, so read on to discover the top tech investments for consumer goods sales and marketing, how KPIs are changing, predictions on the potential of generative AI, and even a peek at today’s evolving plans for the (yep, still here) metaverse.
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Expect to increase their sales and marketing budget this year
61%
61%
Said e-commerce/
omnichannel is a current top use case for AI/ML
37%
37%
Have started or plan to start a major upgrade for RGM/pricing within 18 months
54%
54%
Cite generative AI as a strategy expected to influence the industry over next 12-18 months
49%
49%
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