Summary
B2B marketing execs place Web marketing, customer data quality improvements, and technology investment high on their list of spending and resource allocation plans for 2008. Forrester agrees that these priorities make sense, but should the US economy soften in 2008, we recommend that marketing leaders also invest in measurement tools and link up with partners electronically to protect marketing programs when the CFO — with sharpened pencil — comes to call.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).