Trends Report

Brief: The Marketing Technology Buyer's Dilemma

Maintain Customer Focus While Navigating Market Changes

August 4th, 2014
With contributors:
Srividya Sridharan , Samantha Ngo


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.

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