Investigation report on marketing organization in 2019 From Gartner
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The following is the Investigation report on marketing organization in 2019 From Gartner recommended by recordtrend.com. And this article belongs to the classification: Gartner, research report, network marketing.
Gartner released its report “marketing organization survey in 2019.”. From April 2019 to may 2019, Gartner conducted an online survey of 351 marketing leaders in the United States, Canada and the United Kingdom. The aim is to better understand current capacity requirements, operational priorities, and organizational design methods to help companies prepare for future growth and success.
Opportunities and challenges
Marketing leaders strive to decentralize to achieve digital transformation and business growth goals. More than half of the respondents expect to deploy a decentralized organizational model by 2022, but only 20% of respondents today have adopted this model.
The resource mix of marketing is constantly changing. 63% of respondents transferred their jobs to the interior, seeking greater control, while taking advantage of the expertise and scale of external agencies.
Now, more than two-thirds of marketing organizations have independent marketing operation functions, responsible for financial planning, performance evaluation and activity management.
Marketing leaders rate marketing technology, analytics and customer experience (Cx) capabilities as the most important, but they are also the areas with the greatest gap.
Three quarters of marketing teams are using agile technology to plan and manage their work for greater flexibility and responsiveness. However, the scope of these technologies varies.
By diversifying, CEOs are facing slowing growth and falling profits. One way to achieve business diversity is to apply digital services to provide new products and revenue generating channels. This year, 82% of CEOs (62% last year) said they were implementing a management or transformation plan to improve the company’s digital capabilities.
Marketing leaders continue to play a leading role in the transformation of digital business. Although a lot of efforts and investment have been made so far, digital transformation is still the main driving force of organizational change.
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