Best Practice Report

Greening Tech: A Strategic Imperative For Modern Marketing

A Best Practice Approach For CMOs And CIOs To Conquer Sustainability Challenges

September 12th, 2024
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
Pascal Matzke, Vice President, Research Director
Pascal Matzke Vice President, Research Director
With contributors:
Matthew Selheimer , Julia Swerdlow , Hannah Jachim , Kate Pierpont

Summary

In an era of growing environmental impact awareness, businesses stand at a crossroads. CMOs and CIOs must champion the transition to sustainable marketing technology (martech) together. This report explores the compelling reasons for this necessary transformation, including legal mandates, corporate social responsibility (CSR) and disclosure demands, evolving customer expectations, and the pursuit of sustainability for tangible business benefits. It outlines a best practice approach for B2B leaders to drive marketing technology decisions with sustainability as a primary motivator.

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