Summary
Constantly changing customer behavior and an amorphous mix of marketing channels impede Customer Intelligence (CI) professionals' efforts to drive more accountability into their respective marketing organizations. Our latest research uncovers 40 best practices that leading Customer Intelligence professionals use to build a culture of accountability, and we grouped them into four categories: 1) organizational alignment; 2) cross-functional business processes; 3) value-based metrics; and 4) transparent communication of results. Forrester distilled these best practices into a self-diagnostic test that we call the Marketing Accountability Index.
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