Gartner Research

Cultivate a Collaborative Culture and Use Storytelling to Increase Your Marketing Technology Agility

Published: 03 January 2019

ID: G00345687

Analyst(s): Bryan Yeager

Summary

People and process issues such as cross-functional coordination and resource management are key barriers to successfully managing enterprise marketing technology. Use techniques commonly employed by marketing leaders to enhance your martech adaptability.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Build a Collaborative Culture to Quickly Take Advantage of Emerging Technologies
  • Use Storytelling to Drive Change Management
  • Martech Council and Portal Help a Large Software Company Achieve Enterprise Marketing Alignment
  • Digital Accelerator Underpins PepsiCo’s Transition to Data-Informed Marketing

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