Marketing Operations Must Rationalize Revenue Technology To Achieve Customer Experience Goals
Forrester, March 17th, 2023
One of Forrester's B2B marketing predictions for 2023 is that organizations will shed one-third of the point solutions from their revenue technology stack.
While the obvious impetus for this rationalization is cost savings resulting from platform solutions' expanded capabilities, in fact, the real driver should be improving customer experience. Despite current budget pressures, we expect to see technology spending hold steady and even increase. This investment, though, will be spread across fewer solutions, with the aim of eliminating overlap and enhancing integration in pursuit of providing a customer experience that is personalized, relevant, timely, and in accordance with customer preferences.