Gartner Research

Introduction to Real-Time Marketing, Part 2: Readying the Organization

Published: 04 January 2013

ID: G00228398

Analyst(s): Richard Fouts


Enabling the organization for the demands of real-time marketing requires change. But this doesn't mean you face a wholesale transformation. Gartner provides digital marketing leaders with practical advice for making the types of changes that can help them reap the rewards of speed.

Table Of Contents


  • How Did We Get Here?
  • How Ready Are You?
  • How to Use This Research
  • Other Advice
    • Manage Detractors
    • Address Cultural Resistance
  • Conclusion

Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.