Executive Summary (This is a document excerpt)

Community marketing demands important changes to the missions, people, processes, and systems of tech industry (TI) marketing organizations in order to generate favorable business outcomes with — and not just deliver tech products to — clients and prospects. To win in the shift from IT to business technology (BT), technology marketers must assimilate their companies — and themselves — into customers' adoption networks and activities. TI marketers can use Forrester's simple self-assessment tool to develop a clear understanding of the current assets, skills, and circumstances required to forge a reasonable path forward into community marketing.

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