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For B2C Marketing Professionals

The Next Generation Of Enterprise Marketing Technology

Continuous Improvement: The Enterprise Marketing Technology Playbook

December 5, 2018

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

Why Read This Report

Technology use is routine — even mandatory — for modern marketers. And while marketing technology (martech) has undeniably made remarkable strides, major challenges remain unsolved, limiting its utility. This report helps B2C marketers define the evolving role of martech, understand which technology components create enterprise value, and align investment plans with market imperatives. 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 include updated survey data.

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Table of Contents

  • Marketing Technology And Customer Obsession Are Intrinsically Linked
  • Critical Enterprise Marketing Technology Challenges Remain Unsolved
  • Welcome To The Next Generation Of Enterprise Marketing Technology
  • Recommendations

  • Prepare For Next-Generation Technology Today
  • What It Means

  • Enterprise Marketing Technology Is A Strategic Weapon
  • Supplemental Material
  • Related Research Documents

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