Presentation from: James McCormick, Senior Analyst, Forrester
Marketers need a system of record to keep pace with their customers’ digital journey and to recognize, understand, and engage with them on their terms. Many marketers try to do this by building a suite or platform of services. However, despite the vendor frenzy and hype, there is no off-the-shelf digital marketing suite to buy. Firms must bring together a variety of services and software components to deliver integrated digital marketing capabilities.