Gartner Research

How Marketing Technology Leaders Structure the Organization to Compete on User Experience

Published: 21 May 2015

ID: G00266660

Analyst(s): Richard Fouts


Marketing technology leaders are being tasked to innovate the user experience of products that are dependent on technology to generate revenue. This research helps chief marketing technologists lead such initiatives by rethinking the role of organizational structure, culture and responsibilities.

Table Of Contents


  • From Back Office to Front Office
    • Differentiating Customer Experience From User Experience
    • Experience Design as a Strategic Competence
    • Marketing Alliances Add Value But Can't Compromise the Experience
  • Where Does the CMT Go for Inspiration and Staffing Benchmarks?
    • How Large Should the Organization's User Experience Team Be?
    • Staffing the Role
  • Garnering a Design Culture for Growth
  • Who Should Own the User Experience Design Team and Its Process?
    • The Role of Scope, Size and Complexity
    • The Role of Strategic Sourcing
    • The Role of Customer Analytics and Governance
  • What to Do Next

Gartner 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.