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

Summary

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

Analysis

  • 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

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