Brief: Immature Marketing Technology Strategy Delays The Intelligent Enterprise Transformation

The strategy behind customer insights (CI) marketing technology was intended to quickly turn the mounds of customer data in companies' databases into actionable insights and ensure success by enabling marketers to automatically engage with customers at exactly the right time. Instead, marketers have struggled to mature their approach in marketing technology, and as a result it has become more of an obstacle than an enabler to customer engagement. CI professionals and marketing leaders across the globe participated in Forrester's Q2 2014 Intelligent Enterprise Self-Assessment Scorecard. This report explores the lackluster state of marketing technology maturity and how it stands in the way of marketing's dream to better serve customers.