Summary
Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with planning and defining enterprise marketing technology (EMT) requirements must balance multiple stakeholders, elevate channel-specific processes, and integrate a range of technologies. This report provides B2C marketers with a self-assessment tool to guide the development of holistic EMT requirements and plans based on where their company fits within Forrester’s EMT maturity model.
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