Gartner Research

Chief Marketing Officers: Lead and Champion a Test-and-Learn Culture to Reach Your Marketing Goals

Published: 12 June 2019

ID: G00390621

Analyst(s): Jane-Anne Mennella


A vibrant test-and-learn culture helps organizations outperform competitors and fosters cross-functional collaboration. CMOs should support and champion a test-and-learn culture to ensure the success of this initiative, and meet (and exceed) key marketing goals.

Table Of Contents
  • Key Challenges



  • Champion a Test-and-Learn Culture
    • Create a Dedicated Testing Team
    • Lead by Example: Pave the Way for Testing Opportunities
  • Evangelize on Behalf of Test Teams and Their Results

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