Gartner Research

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

Published: 11 February 2019

ID: G00378360

Analyst(s): Jane-Anne Mennella

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.