For Marketing & Advertising Professionals

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	December 5, 2005 Topic Overview: Marketing Automation by Elana Anderson with Eric Schmitt, Shar VanBoskirk	Average: 2  (1 rating)

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Executive Summary

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.

TABLE OF CONTENTS

• Why Marketing Automation Matters
• Forrester's Take On Marketing Automation
• The Basics
• Best Practices
• Trends And Forecasts
• Vendor And Product Comparisons
• Related Topics
• Upcoming Research
• For More Information
• Related Research Documents

This is an excerpt