Gartner Research

Marketing Management Primer for 2017

Published: 16 January 2017

ID: G00318261

Analyst(s): Ewan McIntyre


Marketing leaders must align strategies and investments to business goals. Gartner's 2017 coverage of marketing management offers practical guidance for setting marketing strategy, strengthening the marketing team, driving decisions with data and optimizing resources for profitable growth.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How can you build and align the marketing strategy to larger business goals?
    • How do you make the marketing strategy more actionable and measurable?
    • How do you organize and build a team that enables you to deliver marketing's goals?
    • How do you build a marketing team that stays relevant in a volatile marketplace?
    • How do you select, orchestrate and optimize external marketing partners?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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