Which Technologies Fit Where In Marketing's Future: A Segmented Vendor Reference For Marketers

This workbook is a companion to the Forrester report "Which Technologies Fit Where In Marketing’s Future." In that report, we made the case for a new way of classifying marketing technologies that is better adapted to the future of marketing. This new approach is based on theater as a metaphor, to help clarify the purpose that different tools and technologies serve. We believe that this classification provides a more enduring way to think about these tools and technologies than the ever-shifting and proprietary industry classifications. This Excel workbook contains detailed tables of definitions, examples, and usage scenarios for each category and is a partner document to the report in which we introduced the classification.