Gartner Research

The CMO’s Guide to Eliminating Zombie Programs, Platforms and Partners

Published: 28 March 2019

ID: G00378385

Analyst(s): Christopher Ross


The expanding nature of marketing and growing list of responsibilities are challenging today’s CMO. Time, resources and teams are spread thin, requiring CMOs to focus on high-impact initiatives, as well as eliminate programs, platforms and partners that do not make material contributions.

Table Of Contents
  • Key Challenges



  • Pare Down Programs
  • Start With a “Use It or Lose It” Mindset for Martech Investments
  • Re-evaluate Your Partner Relationships

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