Leading and Managing Marketing

Develop the vision, strategy, teams, structure and resources to maximize digital opportunities.

Coordinate your resources to lead change more effectively in a digitally-driven world.

Achieve the optimal balance in managing your marketing agenda

Solidify your marketing vision with an action plan that guides you in building and managing a successful digital organization. Our team works with you to establish a blueprint for efficiently managing people, processes and budgets—helping you reach your most important business goals.

Plan Features

  • Budgeting 
  • Vendor Selection
  • Collaboration Best Practices
  • Road Maps
  • Step-by-Step Guides


Related Content

Gartner 2016-2017 CMO Spend Survey

Marketing budgets and responsibilities are up again this year. Discover where the money is being spent and how leaders are rising to the challenge of marketing new power.

2017 Marketing Watch List

More budget means more responsibility as marketing leaders face an ever-increasing flood of data. We’ll help you use customer focus and analytics to grow digital revenue.

Cost Optimization: What Marketing Leaders Should Learn From Marketing Spend Patterns

Discover how to build resilience into your budget so you can deliver real results, no matter what comes your way.

We help marketers forge a path to content marketing and management with best-practice research, insight and advice based on the community knowledge of some of the best content marketers in the world. Through a combination of primary research, case study examples, Toolkits, templates and how-to advice, Gartner will help you solve the most pressing branding, positioning and messaging challenges.

Leading and Managing Marketing Research Focus for 2017

  • Gartner CMO Spend Survey, 2017-2018
  • How to build a data-driven marketing strategy
  • Identifying marketing metrics that matter
  • Aligning budgets and channels with business goals
  • Evolve your marketing organization
  • How to recruit the right marketing talent
  • Identifying and filling marketing capability gaps
  • Building foundational marketing skills
  • Understand the marketing agency landscape
  • How to manage your agency portfolio


Proprietary Methodologies

Marketing Performance Benchmarks

Optimize spend and drive maximum marketing effectiveness. Use our benchmark tool to instantly see how your spend measures up across over 30 metrics.

Digital Marketing Transit Map

Simplify the digital landscape by mapping the connections between business functions, applications and providers so that you can easily see where marketing and IT align.

Marketing Maturity Assessment

Determine your organization’s digital maturity level to define the talent and technology investments needed to push your organization forward.

Marketers interested in Leading and Managing Marketing are also exploring:

Branding and Value Proposition
Branding and Value Proposition

Brands that outperform peers share a common set of characteristics including a focused growth strategy, strong value proposition and differentiated positioning.

Leading and Supporting Digital Innovation for CMOs
Leading and Supporting Digital Innovation for CMOs

As competition and customer expectations heighten, modern CMOs are expected to lead and support innovation across products, programs, experiences and business models. Most CMOs have an innovation budget accounting for 10% of overall marketing spend.

Marketing Leadership and Organizational Effectiveness for CMOs
Marketing Leadership and Organizational Effectiveness for CMOs

Successful CMOs drive cultural change, close capability gaps and effectively blend resources to deliver high-impact results. We will help you take these and other steps to build and lead your marketing organization for the next decade.