Gartner Research

Three Steps to Maximize Existing Marketing Technology Investments

Published: 22 February 2017

ID: G00321012

Analyst(s): Bryan Yeager

Summary

Subpar experiences, middling performance and excessive costs can result if technology portfolios aren't monitored and kept up to date. Marketing leaders can follow three steps to get the most value from their existing marketing technology investments before adding new applications.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Inventory Your Marketing Technology Portfolio
  • Identify Areas of Consolidation and Establish Governance for New Investments
  • Pursue Training and Continuous Education

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