Gartner Research

Survey Analysis: Know the Organizational Traits of Leading Marketing Teams

Published: 02 February 2018

ID: G00333790

Analyst(s): Anna Maria Virzi


Leading marketing teams are shifting their organizational focus toward customer experience. They're building adaptable teams and prioritizing capabilities in marketing tech strategy and data insights. Marketing leaders can improve performance by adapting to this new environment.

Table Of Contents

Survey Objective

Data Insights

  • Leaders Want to Shift the Marketing Organization Toward a Customer Experience Focus
    • Recommended Actions
  • Leaders Emphasize Skills in Customer Insights and Data Analytics, but Gaps Exist
    • Recommended Actions
  • Leaders Value Adaptability Over Other Soft Skills; Laggards Value Creativity
    • Recommended Actions
  • Leading Marketing Teams Fill New Positions to Acquire Skills; Learner and Lagging Teams Rely More on In-House Training
    • Recommended Actions
  • Leaders Use Agencies Because They Exceed In-House Skills and Have the Scale to Deliver Large Projects
    • Recommended Actions
  • Methodology
  • Definitions

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