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.