Gartner Research

2017 Marketing Watch List: Fortify Your Customer Focus

Published: 15 November 2016

ID: G00309184

Analyst(s): Christi Eubanks , Ewan McIntyre , Mike McGuire , Christopher Ross , Kirsten Newbold-Knipp , Lizzy Foo Kune , Julie Hopkins , Jennifer Polk , Jay Wilson , Charles Golvin , Jake Sorofman, Noah Elkin , Anna Maria Virzi , Adam Sarner


As marketing leaders command more resources to drive revenue growth, they must align strategic initiatives to twin mandates of data-driven intelligence and customer experience. Use insight from Gartner's 2017 Watch List to lead, execute and optimize marketing initiatives in the year ahead.

Table Of Contents


  • Lead
    • Think and Act Like a Digital Commerce Leader
    • Appoint a Chief Content Officer
    • Democratize Your Data
    • Staff Up and Build Skills
    • Build a Data Command Center
    • Increase Your Impact by Doing Less
    • Learn to Iterate
  • Execute
    • Take the Correct Fork in the Mobile Road
    • Explore Synchronous Engagements
    • Consider the Spoken Word
    • Differentiate on Social Impact
    • Go Direct to Consumers
    • Build Virtual Relationships for Concrete Customer Experiences
    • Embrace Account-Based Marketing
  • Optimize
    • Rationalize and Fully Use Your Technology Stack
    • Cultivate Second-Party Data From Your Partners
    • Leapfrog to Avoid Marketing Paralysis
    • Look Beyond Your Agency of Record
    • Move Beyond Standard Segmentation

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.