Why Read This
Customers, empowered by always connected digital devices, can engage with brands at any time, from any place, and at any point within the customer life cycle. To respond with relevance in real time, marketers must transform batch-oriented and channel-focused campaign management teams into nimble teams that contribute to the shift toward becoming a customer-obsessed organization. Customer insights (CI) pros who are a part of the marketing organization must build, iterate, and scale marketing technologies across the enterprise using a marketing technology office (MTO) and help bridge the gap between marketing and technology management (TM) to create a shared business technology (BT) agenda. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy, most recently in December 2014.