Marketing technology leaders must navigate an expanding solution landscape, a stack constantly in flux and pressure from executives to demonstrate value. Adopt a product management mindset to more effectively translate your martech projects into deliverable business outcomes.
- Identify Business Outcomes to Shape and Prioritize Capabilities
- Team Up With IT to Deliver Harmonious Experiences
- Treat Your Marketing Technology Stack as Tools to Build Products That Deliver Valuable Capabilities
- Establish Continuity, Communication and Cadence by Building a Martech Roadmap
Gartner Recommended Reading
©2020 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see
Guiding Principles on Independence and Objectivity.