Model Overview Report

Apply Reference Models To Expedite Your Martech Strategy

Reference Models Provide A Common Language To Help Optimize Martech Investments

November 8th, 2022
With contributors:
Martin Gill , Cole Walsh , Jana Gül , Lori Wizdo , Carine Lam , Demi Starks


Customer-obsessed marketing is, in part, dependent on evolving marketing technology (martech) investments championed by both marketing and technology executives. To succeed, B2C marketing pros must team up with enterprise architecture (EA) pros to define a common language that guides investment decisions. This report provides B2C marketing execs with a reference model framework to guide their teams in driving martech investments by collaborating with their EA colleagues.

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