Gartner Research

Survey Analysis: Organizations Deploy Marketing Technology Effectively by Prioritizing Strategic Planning, Analytics and Innovation

Published: 05 January 2018

ID: G00345526

Analyst(s): James Meyers


Marketing technology powers marketing operations and personalized customer experiences, yet effective acquisition and use eludes many brands. Marketing leaders who excel at strategic planning, analytics and innovation are more apt to grade their martech as effective.

Table Of Contents

Survey Objective

Data Insights

  • Executive Summary
  • Marketers Who Deploy Martech Effectively Are Five Times More Likely to Be Effective at Strategic Planning
  • CMOs With Effective Martech Are Almost Twice as Likely to Prioritize Marketing and Customer Analytics
  • Marketers Who Deploy Martech Effectively Are Three Times More Likely to Be Effective at Innovation
  • Methodology
  • Definitions

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