Summary
The next wave of competitive advantage will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what your customers want before your competitors do. To win in this new world, B2B marketing professionals will need to drive customer intelligence into all parts of the business; build digital marketing proficiency; and, with sales, create meaningful customer interactions that consistently deliver value and an exceptional brand experience across mobile, digital, and traditional channels. This is an update of a previously published report; Forrester reviews and revises its research periodically for continued relevance and accuracy.
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