Maximizing Digital Marketing Performance

A global credit services organization was looking for ways to maximize its digital marketing efforts. The client was uncertain whether (and how) to eliminate external agencies and build an internal, full-service provider. With Gartner’s help, the client was able to gain confidence and validate an initial structure for a new digital marketing team.

Mission-critical priority

The client recognized that in order to drive growth and performance, they needed to maximize their digital marketing efforts. They turned to Gartner for guidance related to establishing a digital services center of excellence with best-in-class organizational design and a full complement of skills.

How Gartner helped

Gartner helped the client benchmark their current performance against peers by identifying proven workflow processes/key performance indicators from leading digital agencies. Gartner’s expert guidance and insightful research on best-in-class organizational design built up the client’s confidence in shifting marketing operations in-house. In collaboration with the Gartner team, the client was able to develop a strategic roadmap to structure a new in-house digital marketing team.

Mission accomplished

With the support from Gartner for Marketing Leaders, the client:

  • Gained confidence.
  • Got clarity on the feasibility of shifting marketing in-house.
  • Successfully validated an initial structure for a new digital marketing team. As part of the ongoing collaboration, Gartner and the client are currently examining implementation efforts to help maximize results.

Industry:
Financial Services

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