Gartner Research

The State of Marketing 2016: What Gartner for Marketing Leaders' Research Surveys Reveal

Published: 07 February 2017

ID: G00320348

Analyst(s): Haixia Wang , Simon Yates , Anna Maria Virzi

Summary

Marketing leaders are taking on additional responsibilities, investing in new technology and relying on agencies to fill the gaps. Results from Gartner's 2016 marketing surveys reveal the subtle and substantial ways that marketing is changing.

Table Of Contents

Analysis

  • Marketing Leaders Are No Longer Just the Pitch People for the Business, but Are Key Drivers of Business, Financial and Operational Success
  • Marketing Budgets Grow Again to Support the Expanding Mandate
  • Technology's Role Grows, but a Complex Landscape Is Challenging to Manage
  • In-House Staffing and Agency Decisions Are Getting Harder
  • What to Do Next

Gartner Recommended Reading

©2019 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