Charter Report

Establishing A Technology Alignment Charter

October 24th, 2020

Summary

Companies often undertake initiatives to align marketing and sales technology investments with long-term business objectives and marketing priorities without first clearly defining and communicating the goals, objectives, and scope. They may also fail to fully identify the known risks, constraints, and dependencies. Unless these elements are defined upfront, technology alignment initiatives can take longer than expected, be more expensive than planned, or fail to produce successful results. In this report, we discuss the benefits of a technology alignment charter and outline its essential elements.

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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.