Special Reports

Enterprise marketing transformation requires an integrated effort



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For brands to compete for consumer attention in the real and digital worlds, historically siloed processes across marketing, IT and management must become integrated, from both a technology and cross-team communication standpoint. During the MarTech Conference 2017 opening day keynote, Program Chairman Scott Brinker summarized this need, “An enlightened model has to be owned by everyone — a living network, swift to evolve in a disruptive environment.” Technology Business Research, Inc. (TBR) believes this means today’s businesses will benefit from embracing openness, starting with collaboration among executives and their teams, and extending to partners and clients.

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