Gartner Research

Gartner Survey Shows Marketing Taking the Lead in Digital Commerce

Published: 22 July 2014

ID: G00264958

Analyst(s): Jennifer Polk , Laura McLellan


Gartner's survey of digital commerce decision makers reveals that marketing plays a significant role in leading digital commerce. But marketers will need to rise to the challenge by focusing on leadership, innovation and collaboration, especially around the customer experience.

Table Of Contents

Survey Objective

Data Insights

  • Finding No 1: Marketing's Impact on Digital Commerce Has Doubled
  • Finding No 2: Marketing Leads Business Units in Overall Responsibility for Digital Commerce, as Well as Digital Commerce Strategy, Channel Choice and Customer Experience Design
  • Finding No 3: Marketing Has Total Digital Commerce Responsibility in 25% of Companies
  • Finding No 4: 46% of Marketers Own the P&L for Digital Commerce Revenue
  • Methodology
  • Definitions

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