Gartner Research

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

Published: 21 May 2015

ID: G00266660

Analyst(s): Richard Fouts

Summary

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

Analysis

  • 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

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