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For Enterprise Architecture Professionals

Use Reference Models And Collaborate With Marketing To Accelerate Your Martech Strategy

Customer Obsession Requires Working Across Departments

February 6, 2018

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Why Read This Report

Creating the broad technology and business alignment necessary for long-term success is dependent on a well-coordinated technology management strategy. Enterprise architecture (EA) professionals must develop a collaborative ecosystem with marketing and sales executives, enhance their tools and techniques, and use a common reference model to guide investment decisions. This report provides EA professionals with a framework for becoming active and effective members of an extended marketing team.

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Table of Contents

  • Deliver Customer Obsession With EA And Marketing Collaboration
  • Architecture Models Clarify How Implementations Enable Goals
  • Reference Models Aid EA And Marketing Executives' Communications
  • Recommendations

  • Develop A Culture Of Collaborative Marketing Design
  • Supplemental Material
  • Related Research Documents

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