Marketing Technology Planning: Gap Analysis

Marketing technology stacks have grown due to siloed decision-making; solutions are purchased to support individual needs instead of marketing’s highest priorities. To build the case for technology investments, marketing operations must engage stakeholders to understand the business requirements for marketing priorities. Marketing operations also must uncover process and skills dependencies to ensure the success of technology investments. In this report, we describe five steps that must be followed when conducting a technology gap analysis during the analyze stage of the Technology Alignment Framework (see Introducing The Forrester Technology Alignment Framework).