Top-10 Marketing Processes for the 21st Century

The marketing function must evolve to support advanced, customer-centric marketing processes. There are 10 processes that will deliver the greatest value to customers and the enterprise.

What You Need To Know

Although traditional value-added marketing processes will continue to play a role in the evolution of the marketing function, marketers need to focus their attention on new processes and capabilities. Enterprises must find time to develop and master more-advanced marketing processes by improving the efficiency of the marketing function, and by shifting resources to be better aligned and to produce greater value. By 2007, marketers that devote at least 50 percent of their time to advanced, customer-centric marketing processes and capabilities will achieve marketing return on investment that is at least 30 percent greater than that of their peers, who lack such emphasis (0.8 probability).

Strategic Planning Assumption(s)

By 2007, marketers that devote at least 50 percent of their time to advanced, customer-centric marketing processes and capabilities will achieve marketing ROI that is at least 30 percent greater than that of their peers, who lack such emphasis (0.8 probability).

By 2007, fewer than 20 percent of marketing organizations among Global 1000 enterprises will have evolved enough to successfully leverage customer-centric, value-added processes and capabilities (0.8 probability).

By Gartner Research Analysts Claudio Marcus and Kimberly Collins

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