Gartner：2019市场营销组织调查（英文版）(27页).pdf

1、Gartner for Marketers 2019 Gartner, Inc. and/or its affiliates. All rights reserved. CM_I_770580 Marketing Organizational Survey 2019: Marketers Aspire for Agility and Control but Fight Operational Challenges Marc Brown Senior Director Analyst Christopher Ross VP Analyst Marketing teams seeking grea

2、ter agility and responsiveness struggle to access the right capabilities and implement effective operational models. In the quest for modernization and evolution, marketing leaders must establish solid team foundations good communication, coordination and collaboration. Marc Brown Senior Director An

3、alyst Christopher Ross VP Analyst Published 30 July 2019 ID G00394340 Marketing Organizational Survey 2019 Gartner for Marketers GML GartnerDigital Overview Key Findings Marketing leaders strive for decentralization to meet digital transformation and enterprise growth goals. More than half of our su

4、rvey respondents expect to deploy a decentralized organizational model by 2022, but only 20% of respondents have that model in place today. Marketings resource mix continues to change. Sixty-three percent of respondents have shifted work in-house, seeking greater control while leveraging external ag

5、encies for expertise and scale. Over two-thirds of marketing organizations now have a discrete marketing operations function with responsibility for financial planning, performance measurement and campaign management. Martech, analytics and customer experience (CX) capabilities are ranked as most im

6、portant by marketing leaders, but they are also the areas with the greatest capability gaps. Three-quarters of marketing teams are using agile techniques to plan and manage their work to enable greater flexibility and responsiveness. But, these techniques vary in scope. Recommendations To build an e