How To Report

The Forrester B2C Marketing Technology Assessment: Prioritization Framework

How To Apply The Results Of Your Martech Assessment

March 14th, 2023
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Martin Gill , Jana Gül , Demi Starks

Summary

Today’s B2C marketers require an increasingly broad range of technologies to enable and support them to win, serve, and retain customers. Such investments represent a significant cost, and many fail to achieve their desired benefits or expected ROI. B2C marketing executives can derive more value from their martech spend by using the Forrester B2C Marketing Technology Inventory And Assessment Tool to evaluate their organization’s current technologies. In this report, we describe how to use the technology assessment’s prioritization framework to identify and prioritize technology improvements.

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