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For Customer Insights Professionals

Understanding The Marketing Technology Buying Process

April 01, 2011

By Suresh Vittal with Emily Murphy, Allison Smith

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Why Read This Report

Forrester recently surveyed 137 Customer Intelligence professionals to understand their marketing technology priorities, plans, and budgets. Marketers own technology decisions and consider cost and ROI, among other factors during the marketing technology buying process. Outsourcing marketing technology is already a common practice and will continue to grow as marketers seek to avoid IT and aim to quickly integrate new technology into business process.
Tags: Customer Analytics, Customer Intelligence Strategy and Process, IT Services, Marketing Automation, Marketing Organization & Culture, Online Marketing Technology, Outsourcing
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TABLE OF CONTENTS

  • Marketing Plays A Key Role In Technology Selection

  • RECOMMENDATIONS

    Build The Marketing Technology Office
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Best Practice Assessments:

    Technology And Analytics Dictate Outsourcing Partner Choice

 
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