If you’ve seen this post’s titular film, you know it portrays a ragtag group fighting against a dystopian AI-controlled future. I’m not worried about AI cloning our children or mastering teenage mind control via social media doom-scrolling (well, maybe a little!). But I’ve already seen brands use AI to accelerate bad marketing and destroy trust […]

Firms that differentiate based on total experience don’t treat customer obsession as a slogan — they operationalize it through journey-centric leadership behaviors, organizational structures, and technology decisions that consistently prioritize customer outcomes. This means aligning people and processes around a shared vision, supported by disciplined governance and a customer-obsessed technology ecosystem that enables key CX, brand experience (BX), and employee experience (EX) drivers. This report explains how to build a pragmatic, scalable roadmap for total experience through the lens of nine leading banks.

Leading firms operationalize customer obsession through journey-centric operating models. They align people, processes, and technology to enable key CX, brand experience (BX), and employee experience (EX) drivers. This report explains how to align people investments with a pragmatic, scalable roadmap for total experience.

Leading firms operationalize customer obsession through journey-centric operating models. They align people, processes, and technology to enable key CX, brand experience (BX), and employee experience (EX) drivers. This report explains how to align processes with a pragmatic, scalable roadmap for total experience.

Leading firms operationalize customer obsession through journey-centric operating models. They align people, processes, and technology to enable key CX, brand experience (BX), and employee experience (EX) drivers. This report explains how to align technology investments with a pragmatic, scalable roadmap for total experience.

It’s time to delineate what is and what is not an AI agent for the marketing function. The ferocious pace of AI technology innovation, coupled with runaway AI hype and a relentless flood of vendors offering AI agents — most with de rigueur anthropomorphized names — creates an environment in which the meaning of AI […]

To build the business case for marketing technology (martech) investments, B2C marketing executives must engage relevant stakeholders to understand the business and technology requirements that underpin marketing priorities. They must also uncover technology, process, and skills dependencies to ensure the success of martech investments. This report provides five steps to guide B2C marketers when conducting a gap analysis during the analyze stage of the B2C Marketing Technology Alignment Framework.

B2C marketing executives can use the Forrester B2C Marketing Technology Gap Analysis Tool to engage relevant stakeholders to understand the business and technology requirements that underpin marketing priorities. Use this tool to uncover technology, process, and skills dependencies to ensure the success of marketing technology (martech) investments. You can then view the results of the gap analysis based on the importance of business requirements and initial proposals to address them.

Delivering contextually relevant customer experiences requires significant investments in enterprise marketing technology (martech). B2C marketing professionals tasked with planning and defining martech requirements must balance multiple stakeholders, elevate channel-specific processes, and integrate a range of technologies. This report provides B2C marketers with a self-assessment tool to guide the development of holistic martech requirements and plans based on where their company fits within Forrester’s enterprise martech maturity model.

B2C marketers responsible for marketing technology (martech) alignment should conduct a project acceptance and prioritization process for all proposed investments. In this report, we outline the project acceptance requirements, prioritization process, and prioritization criteria that marketers and their technology cohorts should apply when evaluating potential projects.