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The Forrester B2C Marketing Technology Alignment Framework: Project Prioritization

November 8th, 2023
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Martin Gill , Melissa Bongarzone , Jana Gül , Demi Starks

Summary

B2C marketers responsible for marketing technology (martech) alignment should conduct a project acceptance and prioritization process for all proposed investments. In this report, we outline the project acceptance requirements, prioritization process, and prioritization criteria that marketers and their technology cohorts should apply when evaluating potential projects.

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