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For B2C Marketing Professionals
REPORT: Model The ROI Of Enterprise Marketing Technology Investments
Business Case: The Enterprise Marketing Technology Playbook
November 20, 2020 Rusty Warner, Stephen Odell, Jennifer Adams
Enterprise marketing technology (martech) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals 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. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to align with updated Forrester martech terminology and our latest TEI methodology.