Gartner Research

Evolving Roles in Digital Marketing: Less Is More

Published: 16 June 2015

ID: G00278532

Analyst(s): Richard Fouts

Summary

Marketing leaders often default to adding a new role each time a new technology or technique comes along, resulting in unnecessary organizational complexity. Adopting a "less-is-more" approach keeps the marketing organization lean, agile and competitive.

Table Of Contents

Analysis

  • Where Did "Less Is More" Originate?
  • Start With Your Foundational Roles
  • As You Grow, Contain Complexity With the Less-Is-More Movement
  • What to Do Next

Research Highlights

  • Role Description Highlights
    • Digital CMO Leads Change and Transformation
    • Marketing Technology Leader Serves as a Strategic Advisor to the CMO
    • Digital Commerce Leader Emerges as P&L Leader
    • The Analytics Leader Hones a New Competitive Asset
    • Multichannel Marketing Leader Advances a Seamless Cross-Channel Experience
    • Customer Experience Leader Guides the Next Competitive Battle

Gartner Recommended Reading

©2020 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.