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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


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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