How To Make Smarter MarTech Investments

Carlton Doty
Vice President, Group Director
October 11, 2017

Forrester has covered marketing technology for 15 years, and I’ve been here for nearly 11 of them. Over the years, the MarTech landscape has exploded and what we have today is frankly an unsustainable ecosystem of thousands of software vendors that can supposedly do just about anything, except make you a turkey sandwich while you launch your next campaign.

So it comes as no surprise that MarTech comprises more than one fifth of marketing budgets, yet nearly half of marketers tell us they still don’t have the technology they need. Back in April on my blog I wrote about some of our latest research that pointed you to the MarTech that matters most. Well now we’ve taken it much further to help you narrow your focus, and let your customers guide your next MarTech investment.

As I said last week at Forrester’s B2B Marketing Forum, it’s time to stop the madness. Marketers need clarity to figure out how to make wise MarTech (and AdTech) investments. To help you do that, we’ve just unveiled a foolproof Forrester framework that simplifies the landscape, and outlines a basic foundational MarTech stack architecture that every company should apply to their business. Take a peek, and click through the interactive links to some of our key research on the subjects that resonate most with your needs.

This of course is just a conversation starter – a simple tool to get you pointed in the right direction. If you want the voice over, you can watch a video of my keynote from last week’s event.  And for an even deeper dive, I highly recommend that you listen to our latest Forrester “What It Means” Podcast, featuring my esteemed colleague Joe Stanhope and Forrester’s CMO, Victor Milligan.

Thanks for reading, and please let us know what you think.

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