Gartner Research

CMO Insight: Streamline Processes for Distributed Marketing Success

Published: 14 March 2017

ID: G00321599

Analyst(s): Noah Elkin


CMOs of complex organizations must work with an extended network of marketing partners to achieve business results. This research details how to institute an elastic decision-making and governance structure, with shared access to tools and resources, that will enable success.

Table Of Contents


What You Need to Know

  • Outside-In Journey Mapping Requires Inside-Out Decision Making
    • Lead From the Outside-In
    • Follow With the Inside-Out
    • Make Funding Resources Easily Accessible
  • Top-Down and Bottom-Up Governance Mechanisms
    • Enable Distributed Teams With the Right Assets and Skills
    • Establish Data Governance Norms
    • Ensure Knowledge and Best-Practice Sharing Across the Network

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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