Published: 23 June 2017
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.
©2021 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see
Guiding Principles on Independence and Objectivity.