Gartner Research

CMO Insight: Manage the Expansive Scope and Visibility of Marketing Technology in the Enterprise

Published: 28 January 2019

ID: G00361040

Analyst(s): Bryan Yeager

Summary

CMOs view marketing technology acquisition and use as vital to making their brand vision a reality. Use this research to stimulate collaboration and align martech priorities.

Table Of Contents

Upshot

What You Need to Know

  • As Businesses Pursue Digital Business Transformation, They Must Focus on Marketing Technology
    • CMOs Don’t Always Own Their Brand’s Marketing Technology Capability
    • Martech Teams With CEO Visibility Spend More and Enjoy Greater Decision-Making Authority
  • Appoint a Marketing Technology Leader to Build Bridges and Ramp Up Maturity

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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