Best Practice Report

Model The ROI Of Enterprise Marketing Technology Investments

Business Case: The Enterprise Marketing Technology Playbook

December 3rd, 2021
Stephen Odell, null
Stephen Odell
With contributors:
Oliwia Berdak , Mike Proulx , Cole Walsh , Carine Lam , Christine Turley


Enterprise marketing technology (martech) promises to enable better customer experience, improve marketing performance, and boost efficiency. This report helps B2C marketing executives 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.

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