Decision Tool

The Forrester Marketing Technology Alignment Stakeholder Analysis Tool

October 26th, 2020
Katie Linford, Principal Analyst
Katie Linford Principal Analyst

Summary

Marketing technology stakeholder analysis is the identification of stakeholders and their technologies of interest and an estimate of their attitude, influence, and expectations as they relate to the marketing technology alignment initiative. Gaining a better understanding of the environment, sentiment, and concerns of stakeholders can help organizations create a more strategic and productive approach to stakeholder interviews. The results are better decision-making and greater program acceptance by stakeholders. The Marketing Technology Alignment Stakeholder Analysis Tool provides a structured approach to assessing stakeholders involved in the marketing technology alignment initiative.

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