How To Report

The Forrester B2C Marketing Technology Alignment Framework: Gap Analysis

How To Assess Your Current Martech Ecosystem In Light Of New Priorities

October 20th, 2023
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Martin Gill , Jana Gül , Demi Starks

Summary

To build the business case for marketing technology (martech) investments, B2C marketing executives must engage relevant stakeholders to understand the business and technology requirements that underpin marketing priorities. They must also uncover technology, process, and skills dependencies to ensure the success of martech investments. This report provides five steps to guide B2C marketers when conducting a gap analysis during the “analyze” stage of the B2C Marketing Technology Alignment Framework.

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