What Differentiates Good and Great Marketing Communications

“Good communication informs audiences,” says Dean Vitte, Director of Advisory at Gartner. “Great communications changes behaviors among key audiences in ways that truly lead to strategic health, growth and, of course, commercial results for the organization.” In this conversation between Vitte and Jay Wilson, VP Analyst at Gartner, the pair explore the power of marketing communications to increase understanding of audiences, leverage valuable insights, and drive behavioral change — all with an eye on building healthier, more successful organizations.