February 26, 2008

B2B CMO Investment Priorities For 2008

As US Economic Slowdown Looms, Top Execs Focus On Web Marketing

by Laura Ramos

with Bradford J. Holmes, Jaap Favier, Christina Lee

Executive Summary (This is a document excerpt)

B2B marketing execs place Web marketing, customer data quality improvements, and technology investment high on their list of spending and resource allocation plans for 2008. Forrester agrees that these priorities make sense, but should the US economy soften in 2008, we recommend that marketing leaders also invest in measurement tools and link up with partners electronically to protect marketing programs when the CFO — with sharpened pencil — comes to call.

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