Gartner Research

Build a Test-and-Learn Culture to Improve Marketing Outcomes

Published: 11 February 2019

ID: G00378360

Analyst(s): Jane-Anne Mennella


Successful companies know test-and-learn is more than a process. It’s a philosophy embedded in their culture. Marketing leaders can use this research to overcome objections and build or grow a culture that enables their organization to deliver proven, viable products, campaigns and experiences.

Table Of Contents
  • Key Challenges



  • Align Allies and Overcome Objections
    • Identify Your Allies
    • Overcome Objections
  • Grow Support Through Testing Momentum and Employee Excitement
    • Establish Momentum Through Quick-Win Tests
    • Make Testing Contagious: Involve Employees in a Fun Way
  • Evangelize Test Plans and Results

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