Summary
Marketing and technology have never been so tightly intertwined. As brands focus on differentiating their total experience, paradoxically, effective collaboration between CMOs’ and CIOs’ teams are more the exception than the rule. With AI increasingly at the heart of customer interactions, relying on external marketing technology vendors and investing in shadow generative AI (genAI) tools might help speed up innovation — but it’s not enough to securely deploy AI at scale. This report shares guidelines and best practices on how business and technology teams can better collaborate to align marketing and technology teams’ strategy, planning, and execution.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).