Model Overview Report

Apply Reference Models To Expedite Your Martech Strategy

Reference Models Provide A Common Language To Help Optimize Martech Investments

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

Summary

Customer-obsessed marketing is, in part, dependent on evolving marketing technology (martech) investments championed by both marketing and technology executives. To succeed, B2C marketing pros must team up with enterprise architecture (EA) pros to define a common language that guides investment decisions. This report provides B2C marketing execs with a reference model framework to guide their teams in driving martech investments by collaborating with their EA colleagues.

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.