Best Practice Report

Model The ROI Of Enterprise Marketing Technology Investments

Business Case: The Enterprise Marketing Technology Playbook

December 3rd, 2021
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Jennifer Adams, Manager, Principal Consultant
Jennifer Adams Manager, Principal Consultant
Stephen Odell, null
Stephen Odell
With contributors:
Oliwia Berdak , Mike Proulx , Cole Walsh , Carine Lam , Christine Turley

Summary

Enterprise marketing technology (martech) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing executives make a convincing business case for martech investments within the broader context of business technology (BT) investments. It further provides an ROI model for martech investments using Forrester’s Total Economic Impact™ (TEI) framework.

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