Gartner Research

Build an Adaptable Marketing Technology Roadmap

Published: 27 February 2019

ID: G00378373

Analyst(s): Bryan Yeager


Marketing technology leaders struggle to balance an array of competing priorities. Create a roadmap to catalyze a marketing technology strategy that evolves with changing customer expectations, market dynamics and business goals.

Table Of Contents
  • Key Challenges



  • Align Your Marketing Technology Vision With Business Strategy
    • Audit Your Current Capabilities and Initiatives
    • Gather Insights to Inform Your Roadmap Priorities
  • Involve the Right Stakeholders
  • Build the Roadmap
    • Visualize and Communicate Your Roadmap
  • Review and Revise Your Roadmap Regularly

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