Model Overview Report

EA Professionals, Apply Reference Models To Expedite Your Martech Strategy

Reference Models Provide A Common Language To Help Optimize Martech Investments

November 8th, 2022
Gordon Barnett, Principal Analyst
Gordon Barnett Principal Analyst
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Martin Gill , Jana Gül , Lori Wizdo , Carine Lam , Demi Starks

Summary

Successfully enabling a customer-obsessed strategy is dependent on a well-coordinated technology strategy championed by both business and technology executives. To succeed, outcome-driven enterprise architecture (EA) professionals must create an ecosystem comprising marketing and sales executives that uses a common language to guide investment decisions. This report provides EA professionals with a reference model framework to drive marketing technology (martech) investments.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.