Gartner Research

Leverage IT Best Practices When Making Marketing Tech Investment Decisions

Published: 28 October 2016

ID: G00308931

Analyst(s): Ewan McIntyre


A Gartner survey revealed that nearly two-thirds of marketing leaders say marketing, rather than IT, leads the purchase of marketing tech. Marketing leaders can use this research to define solutions that deliver the most value and best fit.

Table Of Contents


  • Start With Objectives
  • Consider the Interoperability and Extensibility of Martech
    • Interoperability of Martech
    • Extensibility of Martech
  • Use Pace Layering
  • What to Do Next

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