Forrester

Why Read This Report

This report outlines the capabilities assessment of Forrester's solution for customer intelligence (CI) professionals working on marketing technology. Transforming marketing programs into customer-centric endeavors requires a significant investment in enterprise marketing technologies. Yet CI professionals tasked with defining enterprisewide technology requirements must walk a tightrope, balancing multiple stakeholders, elevating channel-specific processes, and integrating products from different vendors. This report provides CI professionals with a self-test to determine where their firms fit within Forrester's marketing technology maturity model and delivers insight into the appropriate requirements for each technology component.