Best Practice Report

Use Adaptive Intelligence To Power Next-Generation Customer Relationships

Outside-In Customer Insights Future-Proof Your Marketing Strategy

July 30th, 2020
Fatemeh Khatibloo, null
Fatemeh Khatibloo
James Staten, null
James Staten
With contributors:
Keith Johnston , Jennifer Belissent, PhD , Emily Stutzman


CMOs who want to better understand their customers, market, and competitive landscape can’t afford to limit their insights to their first-party data alone. They must instead collect and base their efforts on broader, outside-in insights, which Forrester calls adaptive intelligence; this helps firms respond to fast-changing environments at market speed. This report 1) explains what’s different about adaptive intelligence; 2) presents a model you can use to get your ecosystem and third parties to share this data; and 3) shows how to assess these data sets and best act on them.

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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.