Why Read This
Planning and implementing enterprise marketing technology is at the top of the customer insights (CI) professional's to-do list. But you can't do it alone. You and your business technology (BT) counterparts must maximize your firm's enterprise marketing technology investments to improve customer experience and spark continuous interactions with your customers. This report provides a blueprint for planning an enterprise marketing technology strategy, based on an assessment of your current capabilities. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to reflect planning requirements for real-time marketing.