Skip to main content

Save or Share this Report

For CMO Professionals

The CMO's Role In Technology Purchasing

How CMOs Should Plan For Technology Investments

June 20, 2013

Primary author headshot


  • 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.

Get Access

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.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

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

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

Recommended Research