Why Read This
The role of technology to drive customer-obsessed marketing has grown since Forrester first charted the landscape in 2007. We saw signs of category consolidation in 2012, and new capabilities are emerging today to serve the changing needs of marketers. What's new in 2014? Customer insights (CI) professionals' sophistication, ever-changing consumers, and the vendor "marketing cloud wars" have reshaped the 2012 categorization of enterprise marketing software into four new capabilities that drive contextual marketing: analytics, insights, marketing automation, and interactions. This report, now part of the enterprise marketing technology playbook, is an updated version of our February 14, 2012, "Revisiting The Enterprise Marketing Software Landscape" report.