The Forrester B2C Marketing Technology Gap Analysis Tool

December 28th, 2023

Rusty Warner VP, Principal Analyst

Melissa Bongarzone Researcher

With contributors:

Martin Gill , Jana Gül , Georgia Caplice , Demi Starks

Summary

B2C marketing executives can use the Forrester B2C Marketing Technology Gap Analysis Tool to engage relevant stakeholders to understand the business and technology requirements that underpin marketing priorities. It will help them uncover technology, process, and skills dependencies to ensure the success of marketing technology (martech) investments. They can then view the results of the gap analysis based on the importance of business requirements and initial proposals to address them.

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