Gartner Research

Use Gartner's Marketing Strategy Framework to Build Accountable, Actionable Strategic Plans

Published: 12 June 2017

ID: G00320074

Analyst(s): Ewan McIntyre

Summary

Effective marketing starts with clear marketing strategies, yet many strategies lack clarity and specificity. Marketing leaders can use this research to create actionable, accountable strategic marketing plans.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Learn the Relevance of Strategic Planning in Modern Marketing
  • Identify Where Marketing Strategy Fits in the Business Context
  • Follow Gartner's Marketing Strategic Planning Framework to Build Actionable, Accountable Marketing Strategies
  • Define the Planned Strategy and Refine the Emergent Strategy
    • Constantly Evaluate How Strategic Marketing Performance Is Aligned With Strategic Goals
    • Continually Scan the Competitive Environment
    • Successfully Build and Sustain Marketing Innovation Programs

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