Best Practice Report

How To Choose The Right Tech For Marketing And CX

Build A System Designed To Orchestrate The Interconnected CX And Marketing Needs

June 29th, 2021
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
With contributors:
Martin Gill , Oliwia Berdak , Clarissa Skinner , Melissa Chaudet , Christine Turley

Summary

Customer-obsessed firms must break down organizational silos to focus on the needs of their customers. But disparate and overlapping technology investments severely hamper their collaboration efforts. It is critical to understand when and why to implement various technologies as components of the enterprise customer experience (CX) ecosystem. This report explains the business rationale associated with four different solutions: customer journey orchestration (CJO), real-time interaction management (RTIM), cross-channel campaign management (CCCM), and customer data platforms (CDPs).

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