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For B2C Marketing Professionals

Fully Leverage Your Tech Investments With A Marketing Technology Office

Organization: The Enterprise Marketing Technology Playbook

November 16, 2018

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This is the Organization report in The Enterprise Marketing Technology Playbook For 2018.

Why Read This Report

Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams to transform into nimble, customer-obsessed organizations. B2C marketers must form a marketing technology office (MTO) to bridge the gap between marketing and the technology organization and create a shared strategy. 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 include updated terminology and the addition of new data.

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Table of Contents

  • Connected Customers Drive An Evolved Approach To Martech
  • Adopt The IDEA Framework For A Dual Approach To MTO Duties
  • The MTO Supports Innovation For Contextual Marketing
  • Recommendations

  • Establish And Then Iterate Your Implementation Of The MTO
  • Supplemental Material
  • Related Research Documents

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