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


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


  • 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

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