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2025 Gartner® Report: Develop an AI Strategic Roadmap for Marketing

2025 Gartner® Report: Develop an AI Strategic Roadmap for Marketing

Discover how CMOs can evolve AI-enabled capabilities and leverage the human-machine relationship across strategic planning horizons to reach marketing goals.
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Deliver contextual solution expertise with AI to website visitors & sales reps. Increase pipeline generation by 15% at the top of the funnel and improve seller efficiency by 33% across the board.
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Unlock critical analyst insights and actionable frameworks, including

  • The three strategic stages of AI implementation: AI as a Tool, AI as an Agent, and AI as an Influencer
  • How to balance short-term execution wins with long-term strategic planning to avoid the pitfalls of reactive AI adoption?
  • Gartner's guidance on overcoming the top barriers to successful AI utilisation (data quality, talent gaps, and trust concerns
  • Practical recommendations for preparing your marketing organisation for machine customers and AI-influenced buying decisions
  • How Docket's Marketing Agent accelerates your journey from AI experimentation to autonomous pipeline generation? 
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

The Marketing AI Paradox

CMOs are leading the charge on GenAI adoption, with nearly 70% of enterprise marketers already implementing or planning to implement the technology within six months. Yet despite being "first movers," many struggle to identify business value beyond easy-to-evaluate use cases like operational efficiency.
The challenge is clear:
Without a strategic roadmap for differentiation, most brands will end up at the same dead end, achieving marginal productivity gains while missing the transformative potential of AI.
14-18 minute consultations
  • Short-term execution is overshadowing long-term strategic planning
  • No proven best practices exist for GenAI applications in marketing
  • Early adopters are learning by making mistakes within critical business functions
  • The gap between AI experimentation and measurable business impact continues to widen
Short-Term (6-12 months): 
How to prove AI value through low-risk internal use cases that go beyond cost savings to solving problems that create new ways to engage customers and drive revenue?
Mid-Term (18-36 months): 
Implementing guardrails to shape autonomous AI interactions while preparing for agents that can act on behalf of both employees and customers.
Long-Term (3-5 years): 
Preparing for machine-influenced decision making where AI becomes an influencer in the buying process, fundamentally changing the brand-customer relationship.
This covers everything you need to use AI as a Tool
Focus: Low-risk internal use cases that prove value quickly
  • How to evaluate internal applications and prioritise use cases
  • Strategies to move from efficiency to effectiveness
  • Mitigating risk while building an AI-first culture
  • Connecting marketing's AI contributions to enterprise objectives
This covers everything you need to use AI as an Agent
Focus: Guardrails for autonomous interactions
  • Implementing agents that act on behalf of customers and employees
  • Developing quality brand content for pivotal customer moments
  • Optimising metadata and unstructured data for AI learning
  • Balancing brand differentiation with logic-based tools for machine customers
This covers everything you need to use AI as an Influencer
Focus: Preparing for machine-influenced decision making
  • Rethinking the brand-customer relationship for machine customers
  • Identifying scenarios where products could be utilised by AI agents
  • Adopting composable approaches to marketing technology
  • Preparing for the unexpected influx of machine-driven requests

The Window for Strategic Advantage is Closing

According to Gartner's 2024 Generative AI Planning Survey, marketing is at the forefront of GenAI adoption but competitive advantage won't come from adoption alone.
It will come from strategic implementation and acting quick.
Key findings from the research:
70% of enterprise marketers are implementing or planning to implement GenAI within six months
Less than 54% of business executives across other non-IT functions have similar plans
By 2027, 50% of people in advanced economies will have AI personal assistants working for them daily
Machine customers are expected to generate 25% of company revenue for forward-thinking organizations
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Docket’s proprietary Sales Knowledge Lake™ technology unifies your company's scattered go-to-market data and builds a trusted foundation to power its AI agents
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Teams that use Docket see viral adoption of the product and claim they “can’t imagine life without it”
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Fresh off the press

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Docket Kicks Off 2025 with Record Growth, New Marquee Customers, Product Innovations and Strategic Expansions
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Get the Most Out of Docket: 7 Essential Sales Tips
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Docket Named a Cool Vendor in the Gartner® Cool Vendors™ in AI-Led Sales Research Report
“Fast-Tracked RFPs, Accurate Answers: This Is What the Future Looks Like”
When they first saw it, someone literally exclaimed, "I can't actually believe what I'm seeing". RFPs play a big part in our sales process at Pathify, demanding a lot of time and effort from multiple teams. Our team was thrilled to discover Docket.
Matt Hammond
CRO, Pathify
“My team got up to speed in just a few hours.”
Sales Enablement tools have an unusually long implementation time, and I hate that. But with Docket, it's been an absolute breeze. My team got up to speed in just a few hours. It's not just the product itself that has me excited, but the future plans too.
Docket is game-changing. It’s the first time I’ve seen an enablement tool that makes us rethink how we do our jobs.
Krati Seth
Head of Global Sales Enablement, Whatfix
"Now we have a single, centralized source that is able to scale and handle what 12 people were doing"
We do quarterly 360s for all of the assigned sales reps, and for the last three quarters we haven't seen one sales rep say that their SE is slow to respond to things. The perception from the sales reps on how we're supporting them has drastically improved.
Jack Torlucci
Director, Solutions Consulting at Demandbase
“Docket has streamlined our processes, enhancing our team’s efficiency & effectiveness.”
Since implementing Docket, our sales team is seeing viral adoption of the tool and it has drastically reduced the time spent on repetitive tasks and technical inquiries, allowing us to close deals faster and accelerate the sales onboarding process.
James Roth
Chief Revenue Officer at ZoomInfo

Frequently Asked Questions

What exactly is Docket's Marketing Agent?
Docket is an AI agent that lives on your website, qualifying and converting visitors 24/7. It asks discovery questions, books meetings with your team, and logs everything to your CRM—automatically. Deploy in under 10 days.
How is this different from Drift or Intercom?
Chat tools capture leads. Docket generates pipeline. It conducts 14-18 minute qualification conversations, captures complete discovery data, and delivers 30% more qualified opportunities. Account-aware, content-grounded, brand-governed. Not a bot.
How fast can we go live?
Under 24 hours. Install the agent, connect your CRM, set qualification rules. Start seeing qualified conversations immediately.
What about our data?
Docket doesn't train on your proprietary data. Context is processed in real-time, siloed, then discarded. SOC 2 compliant, GDPR ready.
How do we measure this?
Pipeline dollars generated. Sales-qualified conversations. Conversation quality scores. Time-to-first-qualified-lead. Full attribution from visitor to opportunity. A/B testing built in. Revenue metrics, not vanity metrics.
Security?
Enterprise-grade. Data encrypted in transit and at rest. Strict access controls. Customer environment isolation. Your data flows to your CRM under your control. SOC 2, GDPR compliant.
Don’t take our word for it. See it in action.

Don’t take our word for it. See it in action.

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