Gartner Identifies Five Cost Optimization Tactics for Marketing Leaders - Seite 2

Maximize technology ROI: Higher rates of marketing technology (martech) abandonment are reported among solutions that are complex, redundant, unfamiliar and don’t meet performance expectations. To avoid subpar experiences, middling performance and excessive costs, marketing leaders should take inventory of their martech portfolios and survey key users, investigate and consolidate redundant technologies, and pursue training and education across different types of martech users.

Optimize marketing analytics costs: One critical marketing capability that requires both investment and oversight is analytics. Assessing marketing analytics technology overlap is critical to ensure that costs are optimized without derailing more strategic efforts. Marketing leaders must build in processes and evaluate the impact their organizational style has on analytics usage and costs.

“In order to drive business performance while reigning in costs, marketing leaders must establish cost optimization programs that uphold marketing’s strategic objectives, account for constraints, and identify the courses of action that balance the complex and competing forces within marketing’s operational purview,” added Mr. McIntyre.

Gartner for Marketers clients can access relevant research and insights in the report “Driving Cost Optimization Across the Enterprise: A Marketing Perspective.”

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About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice and proven tools CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.Gartner.com/marketing/.