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Technology Assessment: Identifying And Prioritizing Actions To Increase The Value Of Tech Investments

Understanding The Results Of The Forrester Sales And Marketing Technology Assessment

January 1st, 2018
Katie Linford, Principal Analyst
Katie Linford Principal Analyst

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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.