On Tuesday December 8th, Marketer’s from the Calgary area and beyond will gather around their devices for the FINAL Calgary Marketing Association Webinar of 2020.
Calgary Marketing Association is hosting GARTNER RESEARCH & FINDINGS IN 2020 & VISIONS OF 2021 and the Star of the Show is Brent Adamson, Distinguished Vice President, Gartner.
So, before Brent shares Gartner’s findings with us, we thought it would be fun to find out a little bit more about Brent:
Jan: Understanding that we have all read your bio, is there anything else that you would like to share about your background and what led you to your current role with Gartner?
Brent: At the end of the day, I’m really more of a social scientist than anything else. In a previous iteration of my career, I used to be a German Professor. Weird. Basically, I do three things: research things, write things, and teach things. #thuglife
Jan: Your role at Gartner, along with being fascinating is busy and complex – and has become more so in 2020! What does a day in your life look like? Or, is it possible to have a typical day?
Brent:
Typical day:
9 a.m.: Turn on WebEx/Teams/Zoom
5 p.m.- 6 p.m.: Turn off WebEx/Teams/Zoom
7:30-8:30: Help kids with schoolwork they didn’t understand because distance learning is hard.
Next Day: Do it all over again.
Jan: Regarding the extensive research that Gartner is so successful with, in a nutshell, how do you gather your information – through what channels and by what means? And, as you will be speaking to primary Albertans, and almost entirely Canadians, can we expect some insights that reflect on Canada and in particular Western Canada?
Brent: Our qualitative research is collected from a network of hundreds of CMOs around the world and their teams. It is also informed by parallel work being conducted in adjacent functions (sales, service, IT, etc.). Quantitatively, our data comes from surveys conducted with clients, customers of clients, and panel surveys. We sample multi-nationally with emphasis on North America, Western Europe and some Asia/Pacific. We then always control for regional differences, such that any data/findings reported hold true across geographic regions.
Jan: We are all intrigued by your passion for “productive disruption…” Can you tell us about your most recent or most disruptive insight and/or execution?
Brent: Thought Leadership has run its course as an effective source of differentiation.
Jan: And finally, with so much time spent at home over the past few months, have you found more time to read, listen to or watch anything that you would like to share with and recommend to our audience?
Brent: Alas, no. Unless you haven’t watched The Queen’s Gambit. In which case, you’re in for a real treat.
For complete details about Gartner Research & Findings in 2020 & Visions of 2021 visit the Calgary Marketing Association website.
About the Author
Jan Wood is Vice President of the Calgary Marketing Association. She has over 20 years in the marketing profession both in Canada and Internationally, and misses travelling these days… Very Much.