Gartner Research

Marketing Management Primer for 2016

Published: 18 January 2016

ID: G00293089

Analyst(s): Jake Sorofman, Simon Yates


Marketing leaders are expected to do a lot, from driving profitable growth to creating customers for life — all with finite resources. This overview summarizes how our 2016 research will help you align people, processes and technology — in-house and outsourced — to succeed in a digital world.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How do we allocate marketing budgets to highest yield?
    • How do we staff and structure a high-performance organization?
    • How do we measure and optimize marketing performance?
    • How do we select the right agency partners and technology providers?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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