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For Customer Insights Professionals

Understanding The Marketing Technology Buying Process

April 1, 2011

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Authors

  • By Suresh Vittal
  • with Emily Murphy,
  • Allison Smith

Why Read This Report

Forrester recently surveyed 137 Customer Intelligence professionals to understand their marketing technology priorities, plans, and budgets. Marketers own technology decisions and consider cost and ROI, among other factors during the marketing technology buying process. Outsourcing marketing technology is already a common practice and will continue to grow as marketers seek to avoid IT and aim to quickly integrate new technology into business process.

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Tools And Templates

Best Practice Assessments

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  • Technology And Analytics Dictate Outsourcing Partner Choice

Table of Contents

  • Marketing Plays A Key Role In Technology Selection
  • RECOMMENDATIONS

  • Build The Marketing Technology Office
  • Supplemental Material
  • Related Research Documents

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