Gartner for Marketers Research

Expert Research May 29, 2020

The CMO’s Guide to Eliminating Marginal Programs, Platforms and Partners

Gartner research finds that only 58% of marketing leaders report extracting full value from their martech stack capabilities. 

Given the current uncertain and volatile economic climate, CMOs are under increased pressure to make every investment and every resource count. 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. This research will help CMOs to maximize their marketing impact, with particular focus on how to:

  • Determine whether the continued investment in time and resources for any initiative is justified
  • Identify and eliminate marginal programs, platforms and partners that are not worthy of investment
  • Focus on the most effective programs and partner relationships and maximize their impact
  • Invest in appropriate staffing and training for technologies

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