Marketing Strategy

Master intelligent marketing strategy, drive innovation and deliver business growth.

Connect marketing strategy to execution to achieve growth

Marketing leadership must be rooted in the wider business strategy while providing an aspirational, forward-looking perspective. To bring all the elements of an innovative marketing strategy together, successful CMOs address both cultural and operational perspectives within the marketing organization.

Download our strategic planning guide to adapt your marketing strategy to a rapidly-changing environment.

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    It’s time to change habits. The CMO is no longer just the bullhorn for the brand; they are the lead conductor of the company’s growth engine.

    Ewan McIntyre

    VP Analyst, Gartner for Marketers

    Marketing plans aligned to business strategy drive business growth

    Evolving and increasingly demanding customer needs and a tougher competitor landscape mean that marketing teams are looking for new strategic approaches and innovation opportunities. Marketing success depends on generating new customers and anticipating, understanding and fulfilling their needs. Achieving this requires skills that encompass marketing strategy, thought leadership, customer experience and business innovation, as well as the ability to execute a strategic marketing plan in an effective and efficient way.

    Average time per week spent on planning: 21.9 hours by corporate strategies, 10.1 hours by business executives and their teams.

    Strategic marketing insights you can use

    Marketing is undergoing a massive transformation. To thrive and survive in this changing landscape, marketing leaders must proactively develop an effective marketing plan aligned with enterprisewide objectives. Gartner insights, advice and tools help marketing leaders by providing guidance on the most important strategic topics to drive successful marketing campaigns and achieve their marketing goals.

    Benchmark your marketing spend, budget and priorities against your peers

    The Annual CMO Spend Survey 2020-2021 research provides detailed insight into your peers’ marketing budget, marketing strategy and marketing investment plans across a wide range of industries, and marketing spend by channels and resources.

    Scenario Planning as a Marketing Strategy Enablement Tool

    To succeed in the current volatile business environment, CMOs must anticipate the future and create suitable action plans to stay ahead of market disruption. Learn how to develop a robust marketing strategy framework for scenario planning and prepare the organization to act when scenarios materialize.

    Annual CMO Spend Survey 2020-2021 Results

    Marketers have faced some unique challenges in 2020 that have impacted their business and, perhaps most importantly, their budgets. The Gartner Annual CMO Spend Survey is a strategic marketing bellwether that taps into the budget and spending commitments of CMOs . The CMO Spend Survey uncovers marketing tactics, capabilities, channels and metrics that are essential to marketing success.

    How we Support Your Marketing Strategy

    Our experts, backed by unbiased data, will support you in protecting your investment and developing an effective marketing strategy that will engage your target audience and drive growth and innovation.

    Questions about becoming a Gartner client?

    Gartner Marketing Symposium/Xpo™

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

    Case Study

    How innovation drove improved engagement for an auto manufacturer

    Gartner helps a global auto and truck manufacturer drive customer engagement with innovative technologies.

    Gartner topic 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.

    Read More

    FAQs to develop an effective marketing strategy

    An organization’s success rests on its ability to maximize the return on investments in strategic planning. An efficient marketing strategy is one that is able to respond and adapt to opportunities and threats that emerge over the life of the plan. Also, the plans must drive action, creating a clear and unambiguous link between strategic goals and initiatives. Use Gartner's latest Strategic Plan for Marketing to put together your marketing strategic plan on a page

    The Gartner Annual CMO Spend Survey Research helps marketing leaders and CMOs to benchmark their marketing budget and priorities against those of their peers and better understand top-line marketing budget and marketing strategy trends. Get access to the latest 2020 CMO Spend Survey resources.

    To successfully navigate the current volatile business environment, marketers must set up a robust framework for scenario planning; build out realistic, multivariable scenarios; and prepare the organization to act when scenarios materialize. Learn how to stay ahead of market disruption using our Ignition Guide for Scenario Planning

    Gartner is a trusted advisor and an objective resource for more than 15,000 enterprises in 100+ countries.

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