Gartner Research

How Progressive Companies Budget for and Manage Digital Marketing

Published: 24 September 2013

ID: G00252521

Analyst(s): Laura McLellan


Progressive digital marketing organizations distinguish themselves from embryonic and intermediate ones in the way they budget and manage. We compare key characteristics in these two areas so you can benchmark them against your own organization.

Table Of Contents


  • Progressives Have Integrated Digital Marketing Techniques Into the Broader Marketing Organization
  • Progressives Have Centralized Digital Marketing Under a Single Manager
  • Progressives Have the Equivalent of a Chief Marketing Technologist
  • Progressives Have Larger Budgets
  • Progressives Are More Likely to Justify Incremental Funding for Digital Marketing
  • Progressives Have Their Own P&L for Revenue From Digital Channels
  • What to Do Next

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