Gartner Research

Survey Analysis: Multichannel Success at Risk From Undefined Ownership

Published: 24 June 2016

ID: G00308066

Analyst(s): Noah Elkin


Marketing leaders need to orchestrate customer engagement across multiple channels, but they struggle with internal coordination challenges and skills gaps. Leaders need to ensure they have the right people, processes and technologies in place for multichannel marketing programs to succeed.

Table Of Contents

Survey Objective

Data Insights

  • Engagement Across Core Multichannel Marketing Components Is Central to Achieving Corporate Business Goals
  • Multichannel Orchestration Lacks a Clear Owner, With Responsibility Divided Across a Range of Internal Titles and Roles
  • Marketing Leaders See Lack of Internal Team Coordination and Skills Gaps as Their Biggest Multichannel Hurdles
  • Methodology
  • Definitions

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