Posted by Rob Brosnan on August 3, 2011
Hello, everyone. As a new analyst on Forrester's Customer Intelligence team, I'm taking over coverage of enterprise marketing platforms. I'll range everywhere from cross-channel campaign management to interaction management to analytics and optimization tools.
- Develop and implement technology strategy. With technology constantly advancing, how can CI professionals help their firms plan, implement, and embrace new tools?
- Improve alignment between marketing and IT. Marketing and IT have never had the greatest relationship, yet there has never been a time when both groups needed to collaborate better. Can more effective organization reconcile their differences?
- Make the case for more funding and better technology. Increasing budget for established programs is hard enough. What do CI professionals need to do to fund new and emerging customer data initiatives?
- Speed innovation and unlock creativity. Customer data and the processes by which firms act on it are competitive weapons. How do CI pros evangelize and encourage adoption of marketing technologies?