Gartner Research

How Progressive Companies Organize for Digital Marketing

Published: 11 June 2014

ID: G00262762

Analyst(s): Laura McLellan


Progressive companies distinguish themselves from embryonic and intermediate ones in digital marketing by how they are organized, the type and allocation of their budgets and their perceived maturity. Compare the key organizational data presented here against your own model.

Table Of Contents

Survey Objective

Data Insights

  • Finding 1. Progressive Companies Have Fully Integrated Digital Marketing Techniques Into the Broader Marketing Organization
  • Finding 2. Progressive Companies Centralize Digital Marketing Under a Single Manager
  • Finding 3. Little Consistency Exists in Where Digital Marketing Reports
  • Finding 4. Progressive Companies Retain the Equivalent of a Chief Marketing Technologist
  • Finding 5. Progressive Companies Have the Equivalent of a Chief Customer Officer
  • Finding 6. Progressives Have Their Own P&L for Digital Channels
  • Methodology
    • Digital Marketing Spending Survey
    • Segmentation Analysis
  • Survey Definitions

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