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For B2C Marketing Professionals

Fully Leverage Your Tech Investments With A Marketing Technology Office

November 16, 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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