With the advent of new technologies, consumers are not just controlling the buying process any longer, they are controlling how, when and through what channel they will engage with your brand. Modern marketers must now fine-tune their methods to optimize the marketing mix and ensure no stone is left unturned. Marketing needs to be smarter, more relevant, and focused on effectively reaching customers across channels and platforms.In this whitepaper, Forrester Research introduces their marketing mix optimization (MMO) model, highlighting the key driving forces - people, processes and technology - that enable marketing teams to effectively optimize spend across the mix, whilst providing an assessment tool that enables CMOs and marketing leaders to understand how ready their marketing teams are to plan and take full advantage of these initiatives.