Gartner Research

CMO Insight: Unlock Marketing Technology Value Through Your Internal and External Teams

Published: 11 December 2017

ID: G00334721

Analyst(s): Bryan Yeager


Although marketing teams are often well-equipped with technology, they may lack the skills and strategy to maximize its use. Digital marketing leaders must learn to balance the nurturing of internal talent with the strategic leveraging of external providers to raise marketing technology competency.

Table Of Contents


What You Need to Know

  • Elevate and Evangelize the Strategic Importance of Martech
  • Design an Adaptable Marketing Team
  • Augment In-House Capabilities With External Partners

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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