Forrester

Why Read This Report

Once relegated to the province of direct mail teams and analysts, customer data and marketing technology are now essential to every marketing function, from strategy to creative development to execution. Marketing technology's story, however, isn't focused on efficiency but on enabling firms to build sustainable customer relationships that benefit both parties. Yet most firms still treat technology as a set of tools to procure rather than as a core competency to be exploited. Forrester's cross-channel campaign management playbook guides marketers as they mature to customer obsession.