Gartner Research

Use Pace Layering to Plan Marketing Investments

Published: 22 October 2015

ID: G00291917

Analyst(s): Yvonne Genovese, Kirsten Newbold-Knipp

Summary

Pace layering provides a framework to categorize and resource marketing investments that balances the flexibility needed for agile innovation with the stability required to scale. This research explains how marketing leaders can apply pace layering to marketing strategy.

Table Of Contents
  • Key Challenges

Analysis

  • Pace Layering Differentiates Investment and Planning Across Three Time Horizons
  • Apply Pace Layering to a Variety of Decisions and Investments
    • Organizational Structure and Hiring Investments as a Pace-Layered System
    • Media Budgeting and Planning as a Pace-Layered System
    • Technology Stack and Investments as a Pace-Layered System
  • Use Pace Layering to Communicate and Gain Cross-Functional Buy-In
  • What to Do Next

Evidence

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