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For B2C Marketing Professionals

Model The ROI Of Enterprise Marketing Technology Investments

Business Case: The Enterprise Marketing Technology Playbook

November 20, 2020


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This is the Business Case report in The Enterprise Marketing Technology Playbook For 2021.

Why Read This Report

Enterprise marketing technology (martech) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing professionals make a convincing business case for martech investments within the broader context of business technology (BT) investments. It further provides an ROI model for martech investments using Forrester's Total Economic Impact™ (TEI) framework. 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 align with updated Forrester martech terminology and our latest TEI methodology.

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Table of Contents

  • Justifying Technology Investments Challenges Marketers
  • Use Forrester's TEI Framework To Make The Business Case
  • Recommendations

  • Use The TEI Framework To Kickstart Your Business Justification
  • Supplemental Material
  • Related Research Documents

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