Learn the foundations for defining enterprise marketing technology requirements and modeling the return on investment (ROI) of those initiatives.
Firms face increasing pressure to grow marketing technology investments to better engage customers and gain competitive advantage. Yet without a clear process for defining technology requirements and their business impact, firms risk selecting ill-fitting solutions, leading to fractured customer data, redundant capabilities, and competing marketing processes. Customer Intelligence Professionals can guide their firms to suitable solutions using Forrester's enterprise marketing technology maturity model and ROI estimation framework.
- What is an enterprise approach to marketing technology initiatives?
- How should firms approach a requirements definition process?
- How can firms model the ROI of enterprise marketing technology?
- What tasks and milestones should firms expect to complete in a business justification project?