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Gartner Inc

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Gartner for Information Technology Executives provides actionable, objective insight to CIOs and IT leaders to help them drive their organizations through digital transformation and lead business growth.

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Gartner Inc (IT) — Q4 2019 Earnings Call Transcript

Apr 5, 202614 speakers9,231 words62 segments

Original transcript

DC
David CohenGVP of Investor Relations

Thank you, Sarah, and good morning, everyone. We appreciate you joining us today for Gartner's fourth quarter 2019 earnings call. With me today are Gene Hall, Chief Executive Officer; and Craig Safian, Chief Financial Officer. This call will include a discussion of fourth quarter 2019 financial results and our outlook for 2020 as disclosed in today's press release. In addition to today's press release, we have provided a detailed review of our financials and business metrics in an earnings supplement for investors and analysts. We have posted the press release and the earnings supplement on our website, investor.gartner.com. Following comments by Gene and Craig, we will open up the call for your questions. On the call, unless stated otherwise, all references to revenue and contribution margin are for adjusted revenue and adjusted contribution margin, which exclude deferred revenue purchase accounting adjustments and the 2018 divestitures. All references to EBITDA are for adjusted EBITDA with the adjustments as described in our earnings release and excluding the 2018 divestitures. Our cash flow numbers, unless stated otherwise, are as reported, with no adjustments related to the 2018 divestitures. References to organic growth exclude the recently acquired TOPO. All growth rates in Gene's comments are FX-neutral unless stated otherwise. Reconciliations for all non-GAAP numbers we use are available in the Investor Relations section of the gartner.com website. Finally, all contract values and associated growth rates we discuss are based on 2019 foreign exchange rates, unless stated otherwise. As set forth in more detail in today's earnings release, certain statements made on this call may constitute forward-looking statements. Forward-looking statements can vary materially from actual results and are subject to a number of risks and uncertainties, including those contained in the Company's 2018 Annual Report on Form 10-K and quarterly reports on Form 10-Q, as well as in other filings with the SEC. I encourage all of you to review the risk factors listed in these documents. Now, I will turn the call over to Gartner's Chief Executive Officer, Gene Hall.

GH
Gene HallCEO

Good morning and thanks for joining us. In 2019, we continued to deliver strong performances across our business. We made progress on our core strategy of establishing leading market positions in every role across the enterprise while continuing to drive innovation. We grew our sales forces and reduced open sales positions to record lows. We made substantial investments in GBS products, service, and sales to accelerate future growth. We also made substantial investments in critical support functions such as recruiting to ensure we have the talent to support sustained long-term double-digit growth. We helped more than 15,000 enterprise clients in 100 countries around the world with their mission-critical priorities. We provided great jobs to 17,000 associates around the world and positioned our company for the long-term benefit of our shareholders. In 2019, total revenues were up 11% fueled by double-digit growth in each of our business segments: Research, Conferences, and Consulting. Research, our largest and most profitable segment, is the core of our client value proposition. Our Research business was up 11% year-over-year. The Gartner formula for sustained long-term double-digit growth continues to drive success in our Research business. As we previously highlighted, the Gartner formula consists of indispensable insights, exceptional talent, sales excellence, and enabling infrastructures. For each of these elements, we drive relentless, globally consistent execution of best practices and continuous improvement in innovation. Global Technology Sales or GTS serves leaders and their teams within IT. This group represents more than 80% of our total research contract value. GTS contract value grew 12% against a tough compare over the prior year. In most of our top markets including the US, UK, and Canada, we had strong double-digit growth. We also had growth of more than 20% in a number of markets with slow GDP growth, such as Japan, Brazil, and Saudi Arabia. And this is due to the high value clients received from our products. Despite these strengths, GTS contract value growth decelerated. There were three primary factors. The single biggest factor was the impact of our revised strategy for serving very small tech vendors as we've discussed previously. The next largest factor was leadership changes in Germany and India, which we've also discussed previously. Finally, we had challenges in China. So while GTS had some challenges, we achieved strong double-digit contract value growth of 12%, and we put in actions to address these challenges, and expect to see improvements over time. We continue to have a vast market opportunity across all sectors, sizes, and geographies. We've made investments over the past two years, including sales headcount that position us well to capture that market opportunity. Following 12% growth in GTS headcount over the past two years, we expect GTS headcount growth for 2020 in the high-single digits. Last quarter I outlined three sales optimization initiatives: dynamic territory planning, just-in-time recruiting, and just-in-time training. Over time, these initiatives will help us align our cost growth for the revenue growth while enabling us to train and prepare sales hires more effectively. We estimate that these new programs are the equivalent to adding 3 to 5 points to our reported headcount growth. Global Business Sales or GBS serves leaders and their teams beyond IT and represents about 20% of our total Research contract value. This includes supply chain and marketing, which we've addressed for several years as well as other major enterprise roles including HR, finance, legal, sales, and more. GBS contract value continued to accelerate, growing 8% organically. Retention improved more than 400 basis points for the year, and productivity was up significantly. GBS growth accelerated throughout 2019, though we did have some challenges. The GBS marketing practice has some products unique to marketing that have weak retention and low profitability. Marketing contract value grew only 4%, largely due to these products. As we align our cost growth to revenue growth, we're transitioning from these lower-margin, low-retention products to more profitable GxL products. We're making this transition as the lower-margin products come up for renewal during 2020. We expect this will have a negative impact on our 2020 growth but will improve profitability going forward. Our GxL product line continues to gain momentum with contract value increasing $43 million during 2019. GxL products provide greater value to clients, because they are tailored to the clients' individual needs. This in turn results in higher prices per user and stronger retention. Beyond better pricing retention, GxL products provide exponentially more growth opportunities, because we can sell these high-value products throughout our client organizations. We implemented the Gartner formula for growth in GBS. In 2018, we invested in the products, processes, and sales force growth. In 2019, growth accelerated and our GxL products gained momentum. We have built a great foundation for future growth. The Conferences segment also delivered a terrific performance in 2019, with double-digit revenue growth of 18% and conference attendee growth of 8%. Gartner Conferences combine the outstanding value of our research with the immersive experience of live interactions, making every conference we produce the most important gathering for the executives we serve. Looking ahead to 2020, we plan to introduce more new conferences. For example, in Europe for GTS, we'll launch security and risk management, and data and analytics summits. And in Europe, for GBS, we'll launch a marketing symposium expo and supply chain planning summit. Our Consulting segment also achieved double-digit growth in 2019, with revenues up 14%. Gartner Consulting is an extension of Gartner Research and provides clients a deeper level of involvement through extended project-based work to help them execute their most strategic initiatives. Our growth was the combination of our labor-based business and strength in our Contract Optimization business. We had a record year in the Contract Optimization business. We expect another good year in 2020, but likely at a lower growth rate given how strong 2019 was. Over the past several years, we've made great progress in the Consulting business and are well positioned for continued long-term success. Summarizing, we delivered another strong year across all three of our business segments. Looking ahead, we are well positioned for sustained long-term growth. With the great strategic position of GTS and GBS, together with leveraging the investments we've made, we expect strong top line growth and EBITDA growing in line with revenues. With that, I'll hand the call over to Craig.

CS
Craig SafianCFO

Thank you, Gene, and good morning, everyone. 2019 marked another year of strong revenue growth for Gartner. Global Technology Sales, the largest part of our business, again delivered double-digit growth. Global Business Sales accelerated, growing more than 8% organically, the highest growth rate since the acquisition in 2017. Our strategy to deliver products and services with a compelling value proposition across all enterprise functions is working. Conferences and Consulting had outstanding years as well. The year-over-year financial performance for 2018 included total contract value growth of 12%, FX neutral total revenue growth of 11%, FX neutral adjusted EBITDA growth of 2%, diluted adjusted EPS of $3.90, and free cash flow of $462 million. Demand for our services remains robust around the world, and as our 2020 outlook demonstrates, we expect strong top line growth to continue as we adjust cost growth to align with revenue growth. Fourth quarter revenue was $1.2 billion, up 11% as reported and on an FX neutral basis. Top line growth was impacted by about 60 basis points in Q4 from the product retirements we discussed in prior quarters. In addition, contribution margin was 63%, flat versus the prior year. EBITDA was $218 million, up 3% year-over-year and 5%, FX neutral. Adjusted EPS was $1.18 with upside from a lower-than-expected tax rate, and free cash flow in the quarter was $40 million. Our Research business had a strong fourth quarter. Research revenue grew 11% year-over-year on a reported basis and 12% on an FX neutral basis in the fourth quarter. Fourth quarter contribution margin was 70%. Total contract value was $3.4 billion at December 31st, growth of 12% versus the prior year. We always report contract value in FX neutral terms. For the full year 2019, Research revenues increased by 9% on a reported basis and 11% on an FX neutral basis. The gross contribution margin was 70%, up 56 basis points from the prior year. I'll now review the details of our performance for both GTS and GBS. In the fourth quarter, GTS contract value increased 12% versus the prior year. As you know we were up against a tough compare which will continue into the first quarter of 2020. In most of our top markets, including in the US, UK, and Canada, we maintained strong double-digit growth and by utilizing our sales excellence playbook, we were able to drive greater than 20% growth in challenging markets like Japan, Brazil, and Saudi Arabia. As Gene just detailed, GTS contract value decelerated due to three primary factors. First, and the largest factor was the impact of the way we sell and service very small technology vendors, which we've discussed on prior calls. Second, as we've discussed previously, we made sales leadership changes in both Germany and India and both of those changes intersected with a tougher macro environment in those markets. And third, we had challenges in China where the economy has slowed and we also made a leadership change. As Gene mentioned, we put actions in place to address these challenges and expect to see improvements over time. GTS had contract value of $2.8 billion on December 31st, representing just over 80% of our total contract value. Client retention for GTS remains at around 82% where it has been running throughout the year. Wallet retention for GTS was 104% for the quarter, down 96 basis points year-over-year. Our wallet retention rates show that our clients spend more with us each and every year because of the value we provide to them. GTS new business grew 7% versus the fourth quarter of last year. New business is coming from a mix of new enterprises and growth in existing enterprises through sales of additional services and upgrades. As with contract value and wallet retention which are all related, we faced difficult compares this year. We ended the fourth quarter with around 13,000 GTS enterprises, up 1% compared to Q4 2018. Net client additions were impacted by higher churn and lower ads in the small enterprise part of the market. These tend to be lower spending clients. A key factor was a shift in strategy, specifically in the small-tech companies sector that we've discussed previously. We expect to lap the strategy shift during the course of 2020. The average contract value per enterprise continues to grow. It now stands at $214,000 per enterprise in GTS, up 12% year-over-year. Growth in contract value for enterprise reflects both price increases as well as upsell and an increase in the number of subscriptions. At the end of the fourth quarter, we had 3,267 quota-bearing associates in GTS or an increase of 5% year-over-year. As part of our planning for 2020 and our sales force optimization initiatives, we moderated our growth in sales headcount exiting the year. This is in contrast to the end of 2018, when we did a higher than normal level of advanced hiring. We expect to see productivity improve in 2020 as overall sales force tenure increases and we continue to make improvements in recruiting, training, and sales tools. These changes are consistent with our commitment to strong execution and sustained long-term double-digit growth on the top and bottom line. We expect GTS headcount growth for 2020 in the high-single digits. We are able to do this while driving contract value growth in part because of the above-average hiring we did in late 2018 and early 2019. In addition, as a result of the sales optimization programs Gene highlighted last quarter and earlier today, we are driving greater efficiencies and how quickly we can deploy new salespeople. We estimate that these new programs are the equivalent of adding 3 to 5 points to our reported headcount growth. Beyond 2020, we would expect to resume headcount growth modestly below contract value growth. For GTS, the year-over-year net contract value increase or net contract value per individual divided by the beginning period quota-bearing headcount was $99,000 per salesperson, down 13% versus the fourth quarter of last year. The higher headcount growth late last year and into this year brought down the average tenure as new salespeople take time to reach full productivity. One of the benefits of moderating the headcount growth exiting this year and moving into 2020 is that the average tenure will increase which should improve productivity. Turning to Global Business Sales, GBS contract value was $647 million at the end of the fourth quarter or about 20% of our total contract value. The momentum we saw last quarter continued with organic contract value growth increasing to 8% year-over-year. GBS contract value growth including the recent acquisition of TOPO increased 9% year-over-year. We grew across all of our major functional areas with particular strength in supply chain where we have maintained strong double-digit growth and in HR which grew contract value almost 9% year-over-year. Our marketing practice grew 4% in 2019. We have begun transitioning some lower-margin marketing products to more profitable GxL products as they come up for renewal. We're making this change to better align our cost and revenues. This transition will continue in 2020 and will have an impact as we move through the year. While this will have a short-term negative impact to our contract value growth rates, we'll see the benefits over the medium and long-term in terms of increased profitability. The impact of research revenue is built into our guidance. The acceleration in GBS contract value was driven by strength in GxL which, as we've detailed, is an important part of our strategy and continues to contribute a larger and larger share of GBS contract value. Total GBS new business was up 16% in the quarter driven by GxL new business which was up 31% year-over-year. On page 11 of the earnings supplement, we provide additional information to highlight the trend in GxL new business and contract value. We sold $58 million of GxL new business in Q4, up 31% versus the prior year quarter. We continue to make great progress with our GxL products across each of the functions GBS serves. More than half of the GxL new business in the quarter came from newly launched products. GxL contract value increased 55% year-over-year from $191 million to $297 million and now makes up 46% of GBS contract value, up about 14 percentage points from Q4 last year. We are driving increased client engagement through expanded service teams and growing adoption of individualized content and service. For the standalone quarter, we drove attrition rates down for GBS. For contracts that were up for renewal in the fourth quarter, attrition improved by 520 basis points over the prior year quarter. Again, this is a result of the increased engagement we've discussed, a richer mix of GxL renewals, and all of our other retention programs having an impact. At the end of the fourth quarter, we had 869 quota-bearing associates in GBS or growth of 10%. Headcount was down sequentially as we continue to align our cost growth to our revenue growth. We expect GBS headcount growth in the mid-single digits in 2020 as we focus on realizing the benefits of the investments we've made. For GBS, the year-over-year net contract value increased or net contract value per individual divided by beginning period quota-bearing headcount was $67,000 per salesperson, up significantly from last year's $14,000 per salesperson. The inclusion of TOPO contract value positively impacted GBS productivity by about $5,000 per salesperson. Conferences revenues increased by 11% year-over-year in Q4 to $217 million. FX neutral growth was 12%. Fourth quarter contribution margin was 53%, up 47 basis points versus the year-ago period. We had 15 destination conferences in the fourth quarter. On a same conference FX neutral basis, revenues were up 9% with a 1% increase in attendees. Attendee growth was impacted primarily by the merging of two infrastructure and cloud-related conferences into one. Fourth quarter ticket bookings were up 11% year-over-year. For the full year 2019, revenue increased by 16% on a reported basis and 18% on an FX neutral basis. Gross contribution margin was 51%, an increase of 20 basis points from 2018. Turning to Consulting. Fourth quarter Consulting revenues increased by 9% year-over-year to $104 million. FX neutral growth was 9%. Consulting contribution margin was 28% in the fourth quarter, up 34 basis points versus the prior year quarter. Labor-based revenues were $80 million, up 9% versus Q4 of last year or 10% on an FX neutral basis. Labor-based billable headcount of 815 was up 10%. Utilization was 60%. Backlog at December 31st was $116 million, up 7% year-over-year on an FX neutral basis. Our backlog provides us with about 4.5 months of forward revenue coverage in line with our operating target. Contract optimization revenues were up 7% versus the prior year quarter. As we have detailed in the past, this part of the Consulting segment is highly variable. Full year Consulting revenue was up 11% on a reported basis and 14% on an FX neutral basis, and its gross contribution margin of 30% was up 108 basis points from 2018. SG&A increased 14% year-over-year in the fourth quarter and 15% on an FX neutral basis. The growth in SG&A reflects the double-digit headcount growth earlier in the year in both GTS and GBS. For the full year, SG&A grew 14% on a reported basis and 16% on an FX neutral basis. We will continue to grow sales capacity and the enabling infrastructure to support our strategy of delivering sustained double-digit growth over the long term. We have started the process to align sales and enabling infrastructure cost growth with revenue growth. EBITDA for the fourth quarter was $218 million, up 3% year-over-year on a reported basis, and up 5% on an FX neutral basis. In the fourth quarter of this year, EBITDA was adversely affected by about 2 percentage points, or a $4 million impact due to the product retirements we've discussed. Taking that into consideration, underlying FX neutral EBITDA was up about 7% in the quarter. Depreciation in the quarter was up approximately $30 million from last year as additional office space went into service. Amortization was flat sequentially. Integration expenses were down year-over-year as we have moved past the biggest part of the integration work. Net interest expense, excluding deferred financing costs in the quarter was $25 million, up from $23 million in the fourth quarter of 2018. Net interest expense is up due to a modestly higher interest rate as a result of the roll forward of our floating to fixed interest rate hedges. The Q4 adjusted tax rate which we used for the calculation of adjusted net income was 34% for the quarter as we incurred less incremental tax costs associated with our intellectual property than anticipated. The tax rate for the items used to adjust net income was 23.5% in the quarter. The adjusted tax rate for the full year was 18.9%. Adjusted EPS in Q4 was $1.18, above our expectations primarily due to a lower tax rate. For the full year adjusted EPS was $3.90. EPS growth for the year was 7%. Operating cash flow for the full year was $565 million compared to $471 million last year. The increase in operating cash flow was primarily driven by improved collections and lower integration costs. Capex for the year was $149 million and cash acquisition and integration payments and other non-recurring items were approximately $45 million. Free cash flow for the full year was $462 million, which is down 1% versus the prior year. Adjusted for divested operations and working capital timing benefits in 2018, free cash flow grew 13% for the year. 2019 was a strong cash flow year as we made significant improvements in our collections process and benefited from lower cash interest costs. Free cash flow conversion from adjusted net income was 130%. Turning to the balance sheet. Our December 31st debt balance was about $2.2 billion. Our debt is effectively 100% fixed rate. Our gross leverage ratio is now about 3.2 times EBITDA. We repurchased $58 million of stock in the quarter at an average price of about $154 per share. For the full year, we repurchased $199 million of stock. We will continue to be price sensitive and opportunistic as we return capital to shareholders. We have $715 million remaining on our repurchase authorization. Our capital allocation strategy remains the same. We deploy our free cash flow and balance sheet flexibility by returning capital to our shareholders through our buyback programs and through strategic value-enhancing M&A. Turning to the outlook for 2020. Before jumping into the details, I want to give you some context of how we approached our 2020 guidance, which includes a return to aligning our cost growth with revenue growth. As you can see, we revised the presentation to simplify the way we provide guidance. The new approach is intended to convey more clearly and directly our expectations for the business. We've set the guidance based on our best view of what we expect to deliver in 2020. Based on our experience last year, we believe providing simpler, more transparent guidance will be helpful to you in building your models. Note that the approximate guidance levels for EPS and free cash flow are calculated assuming point forecast using the revenue growth and EBITDA margins as starting points. The EPS and free cash flow results will vary depending on where revenue, EBITDA, and everything else in between lands. Three additional context points. First, our 2019 ending contract value and corresponding growth rates are a key driver of our 2020 Research revenue. Second, advanced bookings and Consulting backlog are the metrics that drive our Conferences and Consulting revenue guidance. We had solid advanced bookings in our Conferences business and our Consulting backlog is up high-single digits. Third, we continue to invest to support and drive the future growth of our business. In 2017, through the first half of 2019, we invested ahead of growth. And 2020 is a return to our typical approach of investing as we grow. The highlights of our full year guidance are as follows. We expect FX neutral revenue growth in Research of about 9.5%, Conferences growth of about 10%, and Consulting growth of about 3%. The Consulting outlook reflects very challenging compares versus a strong contract optimization year in 2019. The result of these segment growth rates is an outlook for consolidated FX neutral revenue growth of approximately 9%. At today's FX rates, we expect FX neutral growth rates to be roughly in line with our reported growth rates. We expect adjusted EBITDA margin to be at least 16.1%, which would be flat for 2019. We expect an adjusted tax rate of around 22% for 2020. We expect 2020 adjusted EPS of about $4.06, which is growth of about 4%. If the tax rates were constant, EPS growth would be approximately 8%. For 2020, we expect free cash flow of about $505 million. That's a projected change of about 9% versus our 2019 free cash flow. All the details of our full year guidance are included on our Investor Relations site. It is also important to note that we have revalued our contract value at current year FX rates, which had a very modest overall impact. Our 2019 ending contract value at 2020 FX rates is $2.8 billion for GTS and $649 million for GBS. Details are included in the appendix of the earnings supplement. In terms of the quarterly phasing for 2020, we expect our quarterly revenue to be roughly consistent with what you saw in 2019. You can also assume quarterly phasing for the below-the-line items consistent with last year. We expect our tax rate for the first quarter to be higher than our annual tax rate. Finally, for the first quarter of 2020, we expect adjusted EBITDA of about $150 million to $155 million. In summary, GTS contract value closed the year with healthy 12%, while we did not quite reach double-digit growth in GBS, contract value growth accelerated to 8% organically, and the sales of our new GxL products in GBS continue to rise. Our Conferences and Consulting businesses both had great years. Free cash flow was strong and conversion from net income for the year was 130%. Going into 2020, we have aligned our cost growth with revenue growth, and we will continue to apply the Gartner formula across the combined businesses to drive sustained long-term double-digit growth to revenues, EBITDA, and free cash flow. With that, I'll turn the call back over to the operator, and we'll be happy to take your questions.

Operator

Thank you. Our first question comes from Jeff Meuler with Baird. Your line is now open.

O
JM
Jeff MeulerAnalyst

Yes. Thank you. Would love some more detail on the 3 to 5 points that you're assuming in tech research that you're going to get from the optimization initiatives. Does that also include the increased tenure as you slow the sales force headcount or just what's the operating risk to achieving that? Because 3 to 5 points from optimization alone would seem like a lot to me. So would love any color to how you get there, because I guess my concern would be GTS CV already decelerating, now slowing sales headcount growth fairly meaningfully and calling out the softness in China, which probably gets worse before it gets better. Thanks.

GH
Gene HallCEO

The 3 to 5 points comes from having more people in sales within our total payroll. For instance, in training, we have a world-class program. Previously, we trained new hires for six to eight weeks before they began selling, which was effective. However, we have identified a significant improvement by implementing just-in-time training. This means new employees will now receive two weeks of initial training, followed by ongoing training of four to six weeks as needed during their first year. This approach allows us to get them into the field much quicker—after just two weeks instead of waiting six to eight weeks. This increases the number of salespeople actively engaging with clients. We are also making changes in recruiting, which helps reduce the number of people on the payroll who aren't selling. This is how we are achieving the 3 to 5 points. For example, in GTS, we expect to grow territories by about 10% in 2020. While the overall number of salespeople may not grow as quickly, our efficiency in getting them into new territories faster allows for more people in front of clients selling. It's a smarter approach to our work.

JM
Jeff MeulerAnalyst

Okay. And then on, I guess the change in guidance methodology and simplifying it. I think there was a comment that it's the best view of what you expect to deliver. So should we view this as kind of being the equivalent of like the midpoint of the prior range and tying to that, it looks like you change the medium-term revenue guidance from 10% to 14% to at least 10%. So would that 10% also be a midpoint type number or are these supposed to be like kind of low-end at least type numbers? Thanks.

CS
Craig SafianCFO

Great question, Jeff, and thank you for that. The change in the presentation format is really about simplification and providing our best view on how we expect the business to perform in 2020 based on our current perspective. I wouldn't relate it to a point in the previous ranges we provided. It's simply our best estimate of what we anticipate doing in 2020. The medium-term guidance is also just a matter of fine-tuning and simplifying our presentation. Therefore, I wouldn't interpret it as a significant change; we're just making the presentation clearer.

Operator

Thank you. Our next question comes from the line of Toni Kaplan with Morgan Stanley. Your line is now open.

O
TK
Toni KaplanAnalyst

Thanks very much. You mentioned China being a driver of slower growth in GTS, I was hoping you could help us with what percent of your business is in China? What was driving the slowdown in the fourth quarter, and if any color on how much it’s low? And if you're taking into the guidance an impact from, like the Coronavirus impact, how much are you sort of pulling in? Thanks.

GH
Gene HallCEO

Hey, Toni, it's Gene. China has historically been a good source of growth for us, but it's still a small market, representing about 1% of our revenues. We initially saw it as a fast-growing market. Recently, there have been three main factors affecting our performance in China. First, we experienced a leadership change; our previous leader was American and had to return to the U.S. after a few years. We've appointed a new leader who we believe is strong but is earlier in their tenure. This change coincided with a significant drop in GDP growth in China, reaching the lowest point in 27 years. Additionally, there have been concerns such as tariff issues, unrest in Hong Kong, and now the Coronavirus. Overall, it's a combination of a leadership transition that we believe will be beneficial in the long run, alongside a sharp slowdown in economic growth and anxiety about tariff impacts on the economy.

TK
Toni KaplanAnalyst

Perfect. And then could you help us break out GTS and GBS contract value growth in the guidance? Are you expecting GBS to average somewhere in the mid-single-digit kind of range? And as a result of the marketing product changes and I guess how much should the marketing changes have on growth next year? Thanks.

CS
Craig SafianCFO

Hi, good morning, Toni. So we don't provide contract value guidance. And so the way I would think about it is the best estimate of where we're going to be is kind of where we are today. From a growth rate perspective, and that's what's baked into the 2020 Research revenue guidance.

TK
Toni KaplanAnalyst

Got it. And any insights on marketing?

CS
Craig SafianCFO

So we're not going into that level of detail on the marketing. We wanted to make sure that investors understood. We were making some changes. It will have a modest impact. The good news is, as Gene mentioned, we're dealing with the contracts as they come up for renewal. They are phased evenly over the course of the year. So it's a pretty modest impact on the revenue line. And as we roll through the year, we will provide more color on the impact on the contract value growth.

Operator

Thank you. Our next question comes from the line of Gary Bisbee with Bank of America. Your line is now open.

O
GB
Gary BisbeeAnalyst

Good morning. I'm having a hard time understanding the 9.5% Research revenue growth in the guidance compared to the Q4 contract value of 11.7%. Craig, in your introduction to the guidance, you mentioned that the ending contract value is a good leading indicator of the trend in that business. So why is it 9.5% instead of 11.7%, and what’s the reasoning behind it? I think we need more clarification.

CS
Craig SafianCFO

Yes, sure, of course. Good morning, Gary. So I guess two things I’d note. One is there is often, if you look back historically, a little bit of a gap between the kind of point, contract value endpoint and where Research revenue growth ends up. And there are a couple of things driving that. First is really the timing of when contract value growth comes in over the course of the upcoming year in 2020. And so we've modeled in our best estimate of where we think that revenue and net contract value is going to come and when it's going to come and that has an impact on the overall growth rates. The second thing I'd note is, within that Research revenue number is a decent amount of non-subscription revenue in our revenue disclosures. It's the kind of point-in-time revenue as opposed to the overtime revenue. And so we have certain product lines in there that are growing fast and help with the overall growth rates. We have other product lines that we are managing down or flat to declining over time. That also impacts the Research revenue growth rate. So I guess what I'd say is, where we stand today based on everything we're seeing and the way we've modeled in our net contract value by quarter and modeled in new business and renewal rates, 9.5% is our best point estimate of where Research revenue is going to end up.

GB
Gary BisbeeAnalyst

Thank you for your question, Gene. We appreciate your acknowledgment of our commitment to maintaining or improving margins over the past few years. However, it appears that while we have consistently emphasized our strategy of significant investment in GBS, the current guidance suggests a reduction in sales headcount and investment to achieve flat margins. This raises the question of whether there has been a shift in our business model. We have made considerable investments over several years, and it was expected that these would yield returns. However, now it feels as though to maintain flat margins, we are scaling back on investments. This could indicate that our model is either less dynamic than we had hoped, more saturated, or that our perspective has shifted.

GH
Gene HallCEO

Yes, hey Gary. That's not an accurate characterization. We intentionally invested ahead of our revenues in GBS over the past few years, and now we want to ensure we see a return on that investment. In GTS, as I mentioned, we still plan to grow the number of salespeople at a good rate. We've found a more efficient way to operate this year that we believe will improve sales force effectiveness and create a better cost structure. There is a significant market opportunity across every segment, company size, and geography, and we are dedicated to pursuing that. We've just discovered a smarter approach for 2020. In fact, beyond 2020, we expect to return to normal sales force growth as we achieve the returns on our investments made for these changes.

CS
Craig SafianCFO

The other thing I’d note, Gary, is we do continue to invest behind the business. And so, even in '20, and we talked about it, we still got investment slotted in for GTS to grow headcount in the high-single digits close to double-digit rates and also continued investment in GBS as well. So it's moderating modestly, but we are continuing to invest behind the business with the whole goal of driving sustained double-digit growth over the long term.

Operator

Thank you. Our next question comes from the line of Manav Patnaik with Barclays. Your line is now open.

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Manav PatnaikAnalyst

Thank you. Good morning, guys. So just back on the medium-term guide, it's hard not to interpret that the tempering your expectations of growth, what was 10% to 14%. And I think the three things I picked up on is obviously for GTS sales force growth, I guess decelerating. You talked about changes in the GBS and then I think given marketing, which was a double-digit growth segment for you, I suppose you're seeing it now at 4%. Am I missing anything else? And I guess I just wanted to know how temporary are these decelerations?

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Gene HallCEO

Let me address the marketing aspect first. Our marketing practice currently includes a mix of new products, such as GML, along with products acquired from previous acquisitions like heritage CEB. The GML product, which is our flagship offering, has consistently experienced growth exceeding 20% over the past several years on a solid contract value base. The concern lies with some of our other products. However, we remain optimistic about the long-term potential of marketing since it is showing growth. The new products, particularly GML, our core offering, are performing exceptionally well. Given that the other products have received less attention and yield lower profitability, we have chosen not to retain those clients and are encouraging them to transition to GML, which we know is a superior product. This decision may reduce the overall growth rate in the short term but will enhance profitability. Once we complete this transition, we anticipate that marketing will experience rapid growth, as it has historically, especially with GML continuing its current performance.

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Craig SafianCFO

And the other thing I'd mention, Manav, is as you think about future growth rates, and we've talked about this a lot in the past, there are really two levers that drive the contract value growth rate. So it's investing in incremental headcount. And again, you can look at it in terms of raw headcount, the headcount number or you can look at it, the way Gene described it, which is the amount of available headcount that actually is put alive, talking to clients in selling. And we're looking at it both ways, and productivity improvements. And so from where we stand today, we still believe there is a lot of room to do both, to invest in continuing to grow both sales forces and also to continue to improve productivity across the board. While we had a really nice improvement in GBS productivity, it's still only at about two-thirds of the GTS level. And so there is still room to go there. And GTS, we had a little bit of a rough year on the productivity, it's still very strong, but there is definitely room for improvement there. And so if you model in a combination of headcount growth and even modest productivity improvements, we believe we can achieve similar contract value growth rates to what we've done in the past.

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Manav PatnaikAnalyst

Okay. And then just a follow-up on the GBS side, so I think you said GxL was 46% of the contract value this quarter. What's a reasonable timeframe of cadence to kind of model in every year on how that percentage progresses versus the legacy business as opposed?

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Craig SafianCFO

Yes, that's a great question, Manav. I’d like to highlight two things. First, we have actually enhanced retention rates on the legacy business, which significantly benefits us by allowing us to retain more revenue and satisfied clients. This improvement has helped reduce the decline in the legacy portion of the overall GBS contract value. Looking ahead, we expect that over half, more than 50%, of the contract value will be from GBS, with a portion coming from GxL, likely by the first half of 2020. This trend will continue over time, and if you consider results similar to what we observed in 2019 regarding the decline of the legacy business and the growth rates of GxL, you'll gain a clearer understanding of that shift in the mix.

Operator

Thank you. Our next question comes from the line of Andrew Nicholas with William Blair. Your line is now open.

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Andrew NicholasAnalyst

Hi, good morning. I wanted to ask about CV growth and GBS and how you expect it to progress over the course of the year. I know you mentioned some of the lower margin products in marketing coming due throughout 2020 which should have an impact on profitability, but I'm just wondering if there's any way to quantify or give some color on just the cadence of CV growth? And how maybe some of those products coming due would flow through throughout the year?

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Craig SafianCFO

Good morning Andrew, it's Craig. So we don't provide contract value guidance for either GTS or GBS. As I mentioned earlier, the phasing of those lower margin products as they come up for renewal, across 2020, it's more heavily weighted towards Q2 and Q4, but we do have contract value in each of the quarters. That will come up for renewal. I would expect kind of similar, moving back up for a second. So from a GBS perspective, we had great momentum in 2019. We're closing the year 8.2% organic contract value growth. Absent the changes in marketing, we expect to continue to drive really nice growth in GBS. And again over time, we'll be able to transition and migrate away from those lower margin marketing products that Gene and I both described to higher margin GxL products. So long answer, no specific CV guidance, but we're obviously focused on continuing to drive growth in GBS.

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Andrew NicholasAnalyst

Great. Thank you. And then your EBITDA margin guidance, obviously aligns with your messaging last quarter. No surprises there, but I was hoping you could elaborate a bit on some of the factors that could potentially drive margin expansion in 2020. Is that primarily a matter exceeding your revenue growth projections or are there other potential areas where we could see some margin upside? Thanks.

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Craig SafianCFO

Yes. So again, our view and from where we stand today, is our guidance is our best view of where we think we're going to land, which is roughly with flat margins. The way to potentially see margin expansion would be nice improvements in sales productivity, which would correspond with contract value growth rates accelerating as well. Depending on when that happens, it might flow through into 2021 as opposed to benefiting us from a revenue upside perspective in 2020. But the sales productivity is probably the biggest lever we have from a margin perspective.

Operator

Thank you. Our next question comes from the line of Bill Warmington with Wells Fargo. Your line is now open.

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Bill WarmingtonAnalyst

Good morning, everyone. So a follow-up question on the decline in the sales productivity. How long is typically the lag between the decline in the sales headcount growth and the improvement in the sales productivity?

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Craig SafianCFO

Yes. They're not, I would not say one-to-one related. As you know, Bill, we're constantly tuning the model of going faster in places where we've got really strong productivity and pumping the brakes or slowing down in places where our productivity is not as strong. You do see it from a pure calculation perspective, if we delivered the same amount of NCVI with less headcount growth, yes, that would equate to a higher productivity, on average, but the way we're managing it is much more dynamically than that. And again, making sure that at the individual unit levels of our frontline sellers that we are driving productivity, moving people up the learning curve, our 10-year curve as we've talked about investing in places that consistently deliver high productivity and slowing down in places that are not delivering from a productivity perspective. So net-net, we are just like we've always done, tuning the model to make sure that we set ourselves up to be in a positive position from a sales productivity perspective.

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Bill WarmingtonAnalyst

When can we expect the impact of the revised sales strategy for small tech companies to start to moderate?

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Craig SafianCFO

So I would expect to see improvement throughout 2020 and 2021. So I think over the next two years, we'll get back to a really good spot there.

Operator

Thank you. Our next question comes from the line of Jeff Silber with BMO Capital Markets. Your line is now open.

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Jeff SilberAnalyst

Thanks so much. Sorry, I just want to go back to the medium-term guidance. First of all, can you just remind us how you define medium term? And second, if I look at the objectives that you provided, I think on the last year's Analyst Day, you kind of went through the buckets in terms of Research, Conference and Consulting to come up with your medium-term objectives for revenue growth, can you just tell us how those have changed, if anything by the different segments? Thanks.

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Craig SafianCFO

Hey, good morning, Jeff, it's Craig. So medium term in our definition is three to five years. So that's the way to think about medium term. Again, my view or our view, I should say on the medium-term guidance, it's sort of unchanged, it's just simplified. The key thing that drives the bulk of our top line is our Research business and that reflected on the slide in terms of GTS contract value growth and GBS contract value growth, which is unchanged. Our expectations for Conferences and Consulting, which is not on the page are essentially unchanged. And so instead of doing the math that would get us with all the inputs to a range on revenue, we have just simplified it, that it's 10% plus. And so again, I'd say no change to the medium-term guidance, just simplification in terms of the way we're presenting it.

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Jeff SilberAnalyst

I appreciate that. Gene, I believe you mentioned that the GTS territories are expected to grow by 10% this year. Can you confirm that? Also, could you elaborate on whether you're targeting specific geographical areas for that growth?

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Gene HallCEO

So again, yes, I did say GTS territories would be up approximately 10% during 2020. What we do is, as Craig mentioned earlier, we evaluate the territories we believe will have the highest sales productivity. We recognize significant opportunities in these territories and prioritize them based on factors such as the leader's tenure and the team's performance. We focus on the areas we believe are most likely to achieve the highest sales productivity, and that’s where we expand the territories.

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Jeff SilberAnalyst

Any specific geographies to call out there?

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Gene HallCEO

We will be adding fewer territories in China, focusing on areas that are performing well. In regions that are facing challenges, like China, we will limit our expansion. It's as straightforward as that.

Operator

Thank you. Our next question comes from the line of George Tong with Goldman Sachs. Your line is now open.

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George TongAnalyst

Hi, thanks. Good morning. Within GTS you noted challenges from a strategy shift with the small tech companies, the sales leadership changes that you've made in headwinds in China, that you talked about, can you elaborate on your remediation actions? In other words, what you're doing to actively reverse these headwinds, other than waiting them out? And when you would expect to see normalization in operating performance?

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Gene HallCEO

Yes, George, that’s a great question. In response to the growth of small tech companies driven by cloud computing and open-source tools, we modified our strategy. The number of small tech firms is set to rise significantly, presenting a strong market opportunity for us. Initially, we approached this market similarly to larger companies, but we found that it wasn't as cost-effective as we had hoped. Thus, we are transitioning to a more effective method. Although this involves some short-term challenges, we are shifting our sales approach to focus on these companies with a specialized team. This aims to enhance our economic model. We have established a dedicated team and streamlined the sales processes for smaller companies. Regarding Germany and India, as I noted in a previous call, we experienced leadership changes in Germany with two key leaders in sales and service taking new positions. While these strong leaders sought new opportunities, their successors, who are earlier in their careers, are also adapting. It may take some time for them to ramp up fully, but the performance of these new leaders is promising. Leading indicators such as pipeline development and client engagement are showing positive results, and we’re providing the necessary leadership and development support. Overall, the changes we've implemented are proving effective. And again, I'll go back to China as well. We thought like China where we have a new leader, we feel very good about that leader. It's a tough situation economically and we're giving them support. We are going to not be adding a lot of territories in China, but that solves two problems. One is, because of the challenges there, fewer territory growth, means that it's easier to manage, so it actually helps them, and will also help them with their leadership development as well.

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George TongAnalyst

Got it. That's helpful. You previously indicated a GBS CV growth of at least 12% in 2020. Can you explain why you decided to withdraw the GBS guidance, even though you now have better visibility into CV growth compared to last year? What has changed structurally in GBS since you initially provided the 12% plus CV growth guidance?

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Craig SafianCFO

Good morning, George. It's Craig. I think now that we're few years past the acquisition, now that we've seen really nice acceleration over the course of 2019. We're reverting to our general philosophy, which is we don't provide contract value guidance for either of our businesses. But again, you've got the medium-term objectives that we are marching towards. And so those are unchanged and we will continue to focus on driving growth, contract value growth in both GTS and GBS as we talked about earlier, the way we're going to get that growth is by continuing to invest in growing the sales force and focus on improving productivity in the sales force.

Operator

Thank you. Our next question comes from the line of Joe Foresi with Cantor Fitzgerald. Your line is now open.

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Steven ChangAnalyst

Hi, this is Steven Chang on for Joe. I just wanted to touch more on the medium term GBS CV guidance. I understand you are expecting a lot of help from the GxL transition and including, and maybe update on the sales force, but I was just wondering that anymore, any other additions to that growth that will help to hit that range or should we expect most of it to come from those two sources?

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Craig SafianCFO

Good morning, Steven. Yes, I think the key point is that over the past couple of years, we have invested in expanding the sales force, developing new products, and enhancing our service teams to ensure we deliver strong engagement and value. We will continue to invest in these areas in line with our top line growth, as they are essential for driving the contract value growth of GBS. It’s similar to how we manage the GTS business, focusing on great products that provide significant value and maintain high retention rates. Our growth strategy involves both identifying new enterprises or functional areas within existing enterprises and deepening our reach into those areas. Essentially, we are applying the same successful approach in GBS that we have used in GTS for a long time.

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Steven ChangAnalyst

Okay. Great, thank you.

Operator

Thank you. Our next question comes from the line of Hamzah Mazari with Jefferies. Your line is now open.

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Unidentified AnalystAnalyst

Hi, this is Mario on for Hamzah. I know we talked about China and what's going on there, but just curious to know what your sales force productivity looks like in other regions. And specifically maybe Europe and whether there is any variation there versus what you're seeing in the US?

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Gene HallCEO

So Europe sales productivity actually varies quite a bit by country. So we have some countries in Europe that have very high productivity and others that are not as good as we'd like. And so there's not kind of one answer for all of Europe; it actually varies quite a bit by country. And it's really correlated to how much for our sales team is there and our level of operational execution.

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Craig SafianCFO

Mario, to elaborate on that for a moment. As Gene mentioned, we manage and measure productivity at a very detailed level. We're examining this almost down to the sales manager level, which helps us decide where to increase our investments and where to pause growth. There's significant variability in productivity across the board, but we are closely analyzing it. In areas showing strength, we typically see more rapid headcount growth, while in more challenging regions, we tend to pause to ensure our team members, whether they are frontline sellers or sales managers, are advancing effectively.

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Unidentified AnalystAnalyst

Great. And just one more and I'll turn it over, just regarding the 3 to 5 points, you're going to get from the optimization, I guess that looks great this year, but I guess does that, is there any additional work that you guys can do next year to optimize more? Or does growth ramp after you guys left this change?

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Gene HallCEO

We are dedicated to continuous innovation and improvement, and I can't say we won't introduce more innovations next year. Some changes will unfold over the next two years, but we expect to see the full impact this year, with complete effects of the discussed changes realized by 2021. We plan to achieve a 3 to 5 point increase this year, and by 2021, we anticipate a return to the typical headcount growth that you've observed in the past.

Operator

Thank you. This concludes today's question-and-answer session. I would now like to turn the call back over to Gene Hall for closing remarks.

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Gene HallCEO

Well, as you heard today, we once again delivered strong performances across all three of our businesses: research, consulting, and the conferences. The Gartner formula for sustained long-term growth continues to drive success in our Research business. Our GTS organization continues to deliver strong performance. GBS accelerated and is on a path to sustained long-term double-digit growth. We deliver incredible value to every major function in the enterprise. We have a vast market opportunity. We've made investments of the past few years that position us well to capture that market opportunity. We're aligning our cost growth with revenue growth. With the great strategic positioning of GTS and GBS together, leveraging the investments we've made, we are well positioned for sustained long-term double-digit growth. Thanks for joining us today, and I look forward to updating you again next quarter.

Operator

Ladies and gentlemen, this concludes today's conference call. Thank you for participating. You may now disconnect.

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