Charter Report

The Forrester B2C Marketing Technology Alignment Framework: Charter

October 23rd, 2023
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Martin Gill , Melissa Bongarzone , Jana Gül , Demi Starks

Summary

Successful B2C marketing technology (martech) initiatives align martech investments with marketing priorities and business objectives. Such alignment requires B2C marketing executives to clearly define and communicate the objectives and scope of the initiative, as well as known risks, constraints, and dependencies. Teams that don’t consider these elements upfront risk launching initiatives that take longer than expected, cost more than planned, and fail to produce successful results. This report defines the benefits of a technology alignment charter, outlines its essential elements, and provides a template that B2C marketers can use to create their own.

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