Fully Leverage Your Tech Investments With A Marketing Technology Office

Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams to transform into nimble, customer-obsessed organizations. B2C marketers must form a marketing technology office (MTO) to bridge the gap between marketing and the technology organization and create a shared strategy. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to include updated terminology and the addition of new data.