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
With contributors:
Martin Gill , Jana Gül , Lori Wizdo , Carine Lam , Demi Starks


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.

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