Gartner Research

CMO Insight: Introducing Gartner's Marketing Strategy Framework

Published: 29 March 2017

ID: G00308584

Analyst(s): Ewan McIntyre

Summary

Marketing's expanded mandate and the accelerating pace of change present CMOs with strategic planning challenges. Use this research as a guide to build structured, accountable strategies that link business goals to operational plans.

Table Of Contents

Upshot

What You Need to Know

  • Classic Strategic Principles Still Apply in the Modern Marketing Context
  • Marketing Strategic Planning — The Business Context
  • Use Gartner's Marketing Strategic Planning Framework to Build Actionable, Accountable Marketing Strategies
  • Define the Planned Strategy, and Refine the Emergent Strategy
    • Constantly Evaluate Strategic Marketing Performance
    • Constantly Evaluate the Environment
    • Successfully Build and Sustain Innovation Programs

What You Need to Do

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

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