We recently surveyed 160 business-to-business (B2B) marketers about their technology priorities and adoption plans. Which technologies top planning agendas? Customer information systems, lead management software, and campaign management applications. Many respondents also prioritize optimization technologies including site, contact, and Web interaction optimization. But we think that, for many B2B firms, plans to implement optimization tools are premature. Business marketers should first invest in a strong technology foundation based on quality customer data and analytics to build customer insight and demonstrate marketing effectiveness.