Many marketing departments still rely on structures designed for a different era, creating a disconnect between technology, execution, and actual business performance. Emily Wright, senior research analyst at Info-Tech, notes that success now hinges on aligning strategy and customer experience with measurable outcomes. The firm’s newly released playbook identifies six critical hurdles, including fragmented attribution and the persistent difficulty of balancing short-term performance targets with long-term brand equity.

To bridge these gaps, the research group proposes four core pillars: strategy, revenue, execution, and experience. By leveraging AI and automation, leaders can shift focus toward scalable operations that prioritize pipeline generation and pricing precision. This guidance is intended to assist both veteran executives and newcomers in aligning their marketing investments directly with enterprise growth objectives, ensuring that marketing is viewed as a strategic driver rather than a cost center.