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For B2C Marketing Professionals

Plan Customer-Centric Enterprise Marketing Technology Requirements

Assessment: The Enterprise Marketing Technology Playbook

August 1, 2018


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This is the Assessment report in The Enterprise Marketing Technology Playbook For 2019.

Why Read This Report

Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with defining enterprise marketing technology (EMT) requirements must balance multiple stakeholders, elevate channel-specific processes, and integrate products from different vendors. This report provides B2C marketers with a self-assessment tool to guide the development of holistic EMT requirements based on where their firm fits within Forrester's EMT maturity model. 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

  • Selecting Marketing Technology Is A Tightrope Act
  • Take The First Step With A Needs Assessment
  • Use The Assessment To Plan Your EMT Strategy
  • Supplemental Material
  • Related Research Documents

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