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."