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Yes Marketing commissioned Forrester Consulting to evaluate whether marketing cloud solutions provide sufficient coverage to meet marketers’ needs and engage consumers. To explore this topic, Forrester conducted an online survey with 150 US customer insights and analytics professionals that have influence over their company’s marketing technology purchases.
The study found that marketing clouds fall short on expectations with integration, cost, coverage, speed, data, tech, services, and support. The reality is that marketers shouldn’t treat the cloud as a single product, but rather a collection of offerings that still require supplemental resources and tools to be successful.