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Transitioning to Marketing Cloud Platforms: A Key Piece of Your Customer-Facing IT Strategy

Transitioning to Marketing Cloud Platforms: A Key Piece of Your Customer-Facing IT Strategy

This IDC study presents a framework to help large enterprises assess the need for rationalizing marketing technology. A lot of marketing technology in large enterprises was acquired autonomously by different business units, said Gerry Murray, research manager in IDC's CMO Advisory. As a result, they have a messy situation of vendor proliferation, inconsistent practices, conflicting data, and suboptimal processes. These issues slow marketers down and make it hard to see the whole customer. In today's world of rapidly rising customer expectations, those problems can be deadly.


IDC Opinion
In This Study
Situation Overview
Key Assessment Questions
A Short Case Study
The Situation
Project Team and Management
Timeline — One Year
Keys to Success
Marketing Technology Capabilities Assessment
Business Drivers for Marketing Technology
The Marketing Technology Road Map
Determining Marketing Cloud Fit
Future Outlook
Essential Guidance
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Related Research
Synopsis

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