Summary
An increasingly broad range of technologies are required today to enable and support the key processes and activities carried out to drive demand, acquire new customers, and retain and grow existing customers. Such investments represent a significant cost, and unfortunately, many fail to achieve the desired benefits or expected ROI. To help sales and marketing organizations gain more value from their technology spend, Forrester provides a process for evaluating an organization’s current technologies. In this report, we describe how to use the execution framework component of the technology assessment to identify and prioritize technology improvements.
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