Forrester: - Making Leaders Successful Every Day

New consumer behaviors, interactive channels, pressure to improve the ROI of marketing spending, and the challenges of integrating marketing programs require that companies rethink marketing's role, redefine the marketing organization, and build new processes. Forrester's marketing automation technology research helps marketers understand the crucial role that technology plays in enabling this transformation and how technology can be brought to bear to address the marketing organization's most critical business challenges.