Summary
Processes are the unsung heroes of managing modern marketing technology and delivering contextual marketing that satisfies demanding customers. Marketers need to evaluate and enhance their processes to maximize quality, efficiency, speed, and resource utilization. This report helps B2C marketers understand how processes are evolving and how to measure and optimize them. This is an update of a previously published report with the addition of new data; Forrester reviews and updates it periodically for continued relevance and accuracy.
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