Model Overview Report

Apply The Modern Marketing Capabilities Model To Deliver Brand Experiences

Take A Holistic Approach To Data, Process, And Technology Capabilities

August 2nd, 2021
With contributors:
Mike Proulx , Rusty Warner , Cole Walsh , Fatemeh Khatibloo , Nick Barber , Christine Turley


The Forrester Modern Marketing Capabilities Model defines the critical competencies that companies must master to deliver effective and engaging brand experiences to consumers. The model is comprised of three interconnected capability pillars: data strategy for the collection and distribution of data, technology strategy for the orchestration and execution of experiences, and marketing ethics for fair and appropriate interactions. This report helps B2C marketing executives understand the scope and depth of capabilities that are required to support modern consumer engagement.

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