Drive The BT Agenda With A Marketing Technology Office
March 3, 2016
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. Business-to-consumer (B2C) marketers must form a marketing technology office (MTO) to bridge the gap between marketing and technology management and create a shared business technology (BT) agenda. 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 additional supporting research.
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Table of Contents
- Connected Customers Force A New Approach To Marketing Tech
- Adopt The IDEA Framework For A Dual Approach To MTO Duties
- The MTO Must Develop Contextual Marketing Technology
- Establish And Then Iterate Your Implementation Of The MTO
- Supplemental Material
- Related Research Documents
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