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Marketing and Communications
Gartner Glossary
Marketing Technology Roadmap
A marketing technology roadmap is a strategic tool that enables marketing leaders to:
- Communicate the capabilities supported by martech to marketing teams and across the organization
- Gather business and user requirements to support use-case development
- Prioritize requests to acquire new technologies or build new capabilities
- Manage martech development and deployment against short-term and long-term business goals
- Highlight and adapt to emerging technology trends, potential risks and other market disruptors
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