Gartner Research

Build an Adaptable Marketing Technology Roadmap

Published: 01 September 2017

ID: G00321005

Analyst(s): Bryan Yeager


Only half of marketing leaders rate themselves as effective at acquiring and using technology for business advantage. Create a roadmap to catalyze a marketing technology strategy that evolves with changing customer expectations and market dynamics.

Table Of Contents
  • Key Challenges



  • Align Your Marketing Technology Vision With Business Strategy
    • Audit Your Current Capabilities and Initiatives
    • Gather Insights to Inform Your Roadmap Priorities
  • Involve the Right Stakeholders
  • Build the Roadmap
    • Visualize and Communicate Your Roadmap
  • Review and Revise Your Roadmap Regularly

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