Gartner Research

Leading and Managing Marketing Primer for 2017

Published: 10 August 2017

ID: G00336010

Analyst(s): Jennifer Polk , Ewan McIntyre


Marketing leaders must tie strategies, plans, tools and resources to business goals. Gartner's research on leading and managing marketing offers practical advice for strategic planning, structuring and strengthening teams, aligning agencies and vendors, and measuring impact on business priorities.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How can you build and align the marketing strategy to larger business goals?
    • How do you make your marketing strategy more actionable and measurable?
    • How do you organize and build a team that enables you to deliver marketing's goals?
    • How do you build a marketing team that stays relevant in a volatile marketplace?
    • How do you select, orchestrate, manage and optimize external marketing partners and vendors?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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