Gartner Research

Leading and Managing Marketing Primer for 2018

Published: 08 January 2018

ID: G00344133

Analyst(s): Jennifer Polk , Ewan McIntyre , Christopher Ross


Marketing leaders must build strategies, pursue innovation and align resources for execution that deliver measurable results. Gartner's research on leading and managing marketing provides insight, advice and tools to help you achieve these objectives.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • How can you build and align marketing strategy to business goals?
    • How does marketing deliver measurable business impact?
    • How do you organize, build and develop a team for marketing success?
    • How do you evaluate, select and manage agencies and partners?

Related Priorities

  • Suggested First Steps
  • Essential Reading

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