Gartner Research

Gartner Marketing Maturity Assessment: Top Five Findings

Published: 20 July 2016

ID: G00310303

Analyst(s): Anna Maria Virzi , Adam Sarner


Fifty-one marketers took our interactive marketing maturity assessment at Gartner's Digital Marketing Conference. On a scale from 1 to 5, with 5 being the most mature, marketers rated themselves about a 2 on average (developing) across nine critical marketing categories.

Table Of Contents


  • Finding No. 1: Marketers Rated Their Programs Between 1.0 (Nascent) and 2.0 (Developing) in Six of Nine Categories
  • Finding No. 2: Innovation and Resources Ranked Highest for Maturity — Analytics Ranked Third
  • Finding No. 3: Mobile Marketing Was the Least Mature Category on Average
  • Finding No. 4: Multichannel Marketing and Customer Experience Showed the Biggest Gaps (2.3 Points Each) Between Current and Desired State
  • Finding No. 5: Marketers at Companies With More Than $3 Billion in Annual Revenue Aim to Move to a Higher Desired State in Most Areas Than Marketers With Less Than $3 Billion

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