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For CMO Professionals

The CMO's Role In Technology Purchasing

How CMOs Should Plan For Technology Investments

June 20, 2013

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Authors

  • By Sheryl Pattek
  • with David M. Cooperstein,
  • Alexandra Hayes,
  • Luke Breckenridge

Why Read This Report

It's no longer a question of whether technology plays a role in marketing; it's about what role the CMO needs to play in selecting the best solution to drive marketing and overall business success. This report will identify the components of a technology strategy, define how CMOs should engage in the road map and vendor selection process, and help marketing executives assess their long-term role as a technologist for the enterprise.

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Table of Contents

  • Marketing Needs Technology To Run
  • Marketers Need Their Own Technology Strategy To Avoid Mistakes
  • RECOMMENDATIONS

  • People, Then Process, Then Technology
  • Supplemental Material
  • Related Research Documents

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