Summary
A roadmap documents marketing’s plans for building or upgrading a marketing technology (martech) ecosystem aligned with an organization’s objectives. Marketers often make technology purchases too hastily, without due diligence to address specific priorities. Many make decisions in silos without considering how new systems will affect processes and data flow across functions. In this report, we present an approach that marketers can use to ensure technology investments align with both their functional priorities and the organization’s long-term business objectives.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.