Trends Report

Delivering Software For Customer Obsession

Build-Or-Buy Is Now Build-Compose-Outsource-Or-Buy

June 30th, 2016
Christopher Mines, null
Christopher Mines
Duncan Jones, null
Duncan Jones
With contributors:
Sharyn Leaver , John Rymer , Ryan Trafton , Ian McPherson , Anna Berman


Customer-obsessed organizations need great software to differentiate themselves from their competitors. But where to find that great software? What combination of buy, reuse, assemble, and build-from-scratch is appropriate to create a portfolio of software that supports a customer-obsessed operating model? This report details a modern approach to sourcing software, and details best practices CMOs should adopt when collaborating with their CIOs to implement that approach.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.