Summary
The results of Forrester's August 2011 North American Adaptive Marketer Benchmarking Online Survey reveal that the vast majority of marketers are not practicing the habits of Adaptive Marketing. The implications are significant, as Forrester determined that marketers who are more adaptive report higher performance in sales, customer satisfaction, and innovation. To close the gap and become more adaptive, marketers must address three adaptive blind spots: 1) Adjust the company's risk tolerance; 2) bridge the digital talent divide; and 3) develop capabilities to become customer-obsessed.
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