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For B2C Marketing Professionals

Drive The BT Agenda With A Marketing Technology Office

Organization: The Enterprise Marketing Technology Playbook

June 27, 2017

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This is the Organization report in The Enterprise Marketing Technology Playbook For 2018.

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 Drive An Evolved Approach To Martech
  • Adopt The IDEA Framework For A Dual Approach To MTO Duties
  • The MTO Supports Innovation For Contextual Marketing
  • Recommendations

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

Recommended Research