Gartner Research

Take Cues From Product Management to Deliver Your Marketing Technology Vision

Published: 28 June 2018

ID: G00347169

Analyst(s): Bryan Yeager

Summary

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.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • 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

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