Gartner Research

3 Ways to Secure Executive Support for Emerging Marketing Technology Investments

Published: 22 March 2019

ID: G00383964

Analyst(s): Colin Reid

Summary

Emerging marketing technologies like artificial intelligence can create competitive advantages, but their risks make them harder to justify. Marketing technology leaders can use this research to show direct alignment to business goals and obtain executive support for emerging martech.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Link the Value of Investments in Emerging Technology to Your Organization
  • Develop Success Metrics That Are Clearly Tied to Business Goals
  • Create Realistic Timelines

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