Marketing Operations

Fuel the future of operational excellence

The evolving role of marketing operations

Nearly 49% of marketers have a marketing operations leader in at least one team. To maximize the impact of marketing efforts, marketing operations leaders must frame the scope of their role and fix impediments to execution.

Use our 4 step marketing operations framework to enhance the effectiveness of marketing operations in your organization.

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    For today’s CMO, the expanding scope of marketing and a growing list of responsibilities are major challenges. Time, resources and teams are spread thin, requiring CMOs to focus on high-impact initiatives and also eliminate programs, platforms and partners that do not make material contributions.

    Christopher Ross

    VP Analyst, Gartner

    Align critical marketing skills with overall strategic goals to deliver business value

    Marketing operations is a vast domain and includes a variety of activities. Operational processes for specific disciplines such as measurement/reporting, demand generation and sales enablement — are often inconsistent and siloed. This lack of consistency can lead to ineffective decision making and an inability to scale for growth, especially with globally distributed teams.  To drive business outcomes, marketing leaders must build relevant marketing skills and identify the right mix of skills to cultivate, aligned with organizationwide strategic goals.

    Bar graph displaying the Roles and Responsibilities of Marketing Ops Teams.

    Strategic marketing operations insights you can use

    Gartner insights and advice help CMOs and marketing operations leaders to establish a discrete function with operational skills that enable efficient and scalable process excellence and marketing accountability.

    Maximize the impact of marketing efforts by driving operational excellence

    CMOs and marketers aspire for greater agility, responsiveness and control but fight operational challenges. Use our research to learn how you can build an effective marketing strategy and marketing team structure that can drive customer engagement and retention.

    Managing the always-on marketing machine

    The always-on marketing machine is a high fixed-cost operation that is more akin to a manufacturing facility than a campaign creation department. Learn how to effectively manage the always-on marketing machine.

    Maximize the impact of marketing initiatives with marketing operations

    Gartner research says 49% of marketers have a marketing operations leader in at least one team. Watch our complimentary webinar to discover how a marketing operations leader can help the marketing organization become more effective by productivity, flexibility, and increasing ROI, productivity.

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    Gartner Marketing Symposium/Xpo™

    Connect virtually with the leading CMOs and marketing leaders to get the latest insights on marketing technology, trends, innovation and more.

    Customer Success Story

    Communicating marketing’s value to the business

    The global marketing team of a consumer electronics company, facing major budget cuts, needed to prove its value to the CEO. Find out how the client leveraged Gartner insights and expert research to not only prove the value of marketing, but also receive a 5% increase to the budget.

    Gartner marketing operations experts

    We understand your challenges. We’ve been there. Our experts bring fresh ideas and best practices from years of success in the field — providing you with the confidence to lead boldly and help your team execute.

    Richard A. DeLisi
    VP, Advisory

    Laurel Erickson
    Senior Director Analyst

    Andrew Frank
    Distinguished VP Analyst

    Gartner is a trusted advisor and an objective resource for more than 14,000 organizations in 100+ countries.

    Learn more about how we can help you achieve your mission-critical priorities.