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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


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.

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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

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