Gartner Research

Use Gartner’s Marketing Strategy Framework to Build Accountable, Actionable Strategic Plans

Published: 03 January 2019

ID: G00378402

Analyst(s): Ewan McIntyre


Effective marketing starts with clear marketing strategies, yet many strategies lack clarity and specificity. CMOs can use this research to create actionable, accountable strategic marketing plans.

Table Of Contents
  • Key Challenges



  • Learn the Relevance of Strategic Planning in Modern Marketing
  • Identify Where Marketing Strategy Fits in the Business Context
  • Follow Gartner’s Marketing Strategic Planning Framework to Build Actionable, Accountable Marketing Strategies
  • Define the Planned Strategy and Refine the Emergent Strategy
    • Constantly Evaluate How Strategic Marketing Performance Is Aligned With Strategic Goals
    • Continually Scan the Competitive Environment

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