Investing In Marketing's Technology Future
How CI Can Use Technology To Drive Competitive Advantage
October 24, 2011
Why Read This Report
Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing technology office (MTO) to ease and take advantage of technology development. The office, working through a chief marketing technology strategist, sets marketing technology strategy, makes the business case for embedding new technology within marketing programs, and manages technology-related partnerships.
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.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Marketing Risks Succumbing To Technology Sprawl
- How To Get There: Build The Marketing Technology Office
- Leverage Customer Intelligence To Fast-Track The Office
WHAT IT MEANS
- Technology Mastery Leads To Strategic Differentiation
- Related Research Documents
Combine Systems Of Insight And Engagement For Contextual Marketing
April 20, 2016 | Rusty Warner
Don't Confuse Media-Led And Customer-Led Content Marketing
February 23, 2016 | Ryan Skinner
Brief: The Marketing Technology Buyer's Dilemma
August 4, 2014 | Rusty Warner