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For B2C Marketing Professionals

Drive The BT Agenda With A Marketing Technology Office

March 3, 2016

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This is the Organization report in The Enterprise Marketing Technology Playbook For 2016.

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Why Read This Report

Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams to transform into nimble customer-obsessed organizations. Business-to-consumer (B2C) marketers must form a marketing technology office (MTO) to bridge the gap between marketing and technology management and create a shared business technology (BT) agenda. 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 additional supporting research.

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Table of Contents

  • Connected Customers Force A New Approach To Marketing Tech
  • Adopt The IDEA Framework For A Dual Approach To MTO Duties
  • The MTO Must Develop Contextual Marketing Technology
  • Recommendations

  • Establish And Then Iterate Your Implementation Of The MTO
  • Supplemental Material
  • Related Research Documents