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For CMO Professionals

Use Adaptive Intelligence To Power Next-Generation Customer Relationships

Outside-In Customer Insights Future-Proof Your Marketing Strategy

July 30, 2020


Why Read This Report

CMOs who want to better understand their customers, market, and competitive landscape can't afford to limit their insights to their first-party data alone. They must instead collect and base their efforts on broader, outside-in insights, which Forrester calls adaptive intelligence; this helps firms respond to fast-changing environments at market speed. This report 1) explains what's different about adaptive intelligence; 2) presents a model you can use to get your ecosystem and third parties to share this data; and 3) shows how to assess these data sets and best act on them.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Business Today Requires A Connected, Multidirectional Data Approach
  • Four Major Data Roles Power Adaptive Intelligence
  • Value Your Organization's Data As A Business Asset
  • Recommendations

  • Start Your Adaptive Intelligence Program
  • What It Means

  • Acting On Outside-In Customer Needs Expands Your Market Value
  • Supplemental Material
  • Related Research Documents

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