Skip to main content

Save or Share this Report

For Enterprise Architecture Professionals

EA Professionals, Use Reference Models To Accelerate Your Martech Strategy

Reference Models Provide A Common Language To Help Optimize Martech Investments

July 20, 2020

Authors

Why Read This Report

Successfully enabling a customer-obsessed strategy is dependent on a well-coordinated technology strategy championed by both business and technology executives. To succeed, outcome-driven enterprise architecture (EA) professionals must create an ecosystem comprising marketing and sales executives that uses a common language to guide investment decisions. This report provides EA professionals with a reference model framework to drive marketing technology (martech) investments. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).

Purchase

Table of Contents

  • Optimize Martech Investments With EA And Marketing Collaboration
  • Reference Frameworks Clarify How Implementations Enable Goals
  • Reference Models Align Marketing And Technology Strategy
  • Recommendations

  • Develop A Culture Of Collaborative Martech Ecosystem Design
  • Supplemental Material
  • Related Research Documents

Recommended Research