Summary
Technology takes center stage in agency selection as the technology platforms, tools, and managed services inside agency holding companies, new forms of agency networks, and consultancies proliferate to meet CMOs’ insatiable hunger for marketing technology. Increasingly, a CMO’s agency decision is a de facto technology decision. How can you be certain that your agency matches your firm’s technology strategy? This report analyzes the complete technology stack of 10 agencies and consultancies to give CMOs four models to use when selecting agency partners that align with their technology needs.
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