Advanced Search

Save Or Share This Report

For Customer Insights Professionals

Brief: The Marketing Technology Buyer's Dilemma

Maintain Customer Focus While Navigating Market Changes

August 4, 2014

Why Read This Report

Successful marketers leverage a rich mix of integrated technologies to navigate complex customer journeys and orchestrate contextually relevant customer experiences. However, recent activities in the marketing technology landscape have created confusion in the buyer's mind around the right set of tools to deliver on this promise. This brief outlines how marketers and customer insights (CI) professionals must align their marketing technology investment choices with their customers' priorities as well as the firm's business technology (BT) agenda, while carefully considering current and future vendor capabilities.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Recommended Research