Gartner Research

Evolving Roles in Digital Marketing: Less Is More

Published: 16 June 2015

ID: G00278532

Analyst(s): Richard Fouts


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


  • 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

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