Gartner Research

Marketing Organization Capabilities Survey 2017: Customer Insight, Martech and Creativity Are Essential Ingredients for Modern Marketing Teams

Published: 22 November 2017

ID: G00320063

Analyst(s): Christopher Ross


Marketing leaders are clear on which capabilities are required for modern marketing success. Marketing leaders can use our survey findings to discover the most critical marketing expertise, the importance of soft skills, where agencies provide value and optimal partner engagement models.

Table Of Contents

Survey Objective

Data Insights

  • Customer Experience Desires Mismatched With Organizational Reality
  • Martech and CX Identified as the Two Most Important Functional Groups
  • Marketing Leaders Must Address Customer Insight, Product Management, Martech and Data Literacy Gaps
  • Analytics, Martech and Insight Skills Are at a Premium
  • The Marketing Soft Skills Trifecta: Creativity, Resourcefulness and Adaptability
  • The Marketer of the Future Is T-Shaped
  • Fat-T Marketers Have Strategy and Martech at the Core; Specialists Are Strongest in Insight and Analytics
  • Marketers Look to Agencies for Expertise, Quality and Flexibility
  • Martech Vendors Surpass Agencies in Length of Service Engagements, AOR Fades Away
  • Workhorse Projects Hit the Agency Value "Sweet Spot"
  • Marketers Seek Agencies With Martech, Insight and Content Expertise
  • Agency Pay Is Linked to Delivery and Results, With Fixed-Scope and Performance-Related Pay Models on the Rise
  • Methodology
  • Definitions

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