Why Read This
Marketers need business technology that can help them create, manage, and measure increasingly complex marketing efforts. Major technology vendors have invested to help reduce this complexity for CMOs and their marketing teams, through a combination of acquisitions, development, and integration. Forrester calls this set of marketing technologies "customer life-cycle marketing systems" (CLCMS). These emerging platforms will integrate core marketing operations capability to manage marketing's fragmented processes and help marketers deliver a coherent story to discrete groups of customers. In this report, we define and describe the CLCMS, lay out the landscape of vendors vying to deliver this vision, and offer key recommendations on how CMOs should act to prepare for and adopt these new, but necessary, tools.