Gartner Research

The Lean Market Insights Function

Published: 23 June 2017

ID: G00344972

Analyst(s): Market Insights and Analytics Research Team


The recent focus on zero-based budgeting in Marketing highlights one way departments are eliminating wasteful activities that don’t provide value to the organization. Market Insights can identify and eliminate areas of waste within the function by applying a well-known method from the manufacturing sector: Lean. Once you have identified areas of waste to focus on, use the practices outlined in this document to improve processes and create value for your organization.

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