How To Report

The Forrester B2C Marketing Technology Assessment

How To Use The Forrester B2C Marketing Technology Inventory And Assessment Tool

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

Summary

The development and implementation of an effective marketing technology roadmap begins with an assessment of the systems currently in place. B2C marketing executives should conduct a complete inventory and assess the functionality and user adoption levels of their various marketing tools. When finalizing an action plan, consider the costs, resource requirements, and impact to other initiatives. This report describes an expanded 12-step process for assessing an organization’s current marketing technology ecosystem.

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