“Marketing leaders with digital commerce responsibility should actively manage or influence the process of choosing a digital commerce platform,” says Jennifer Polk, VP Analyst, Gartner for Marketers.
According to the Gartner CMO Strategy Survey 2017, 26% of marketing teams have sole responsibility for digital commerce programs, and 60% share digital commerce responsibility with another function. Marketing often leads the design and development of the customer-facing digital commerce experience and plays a critical role in three key areas:
- Codifying the marketing requirements used to evaluate digital commerce platforms
- Clarifying marketing technology integration with digital commerce platforms
- Being a leading stakeholder in the overall platform selection process
When codifying marketing requirements, three types of requirements should be viewed through the lenses of customer expectations and digital commerce maturity.