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Marketing has a significant opportunity to lead and to maximize the demand for an organization's products and services by adopting innovative processes and technologies. This transformational opportunity starts with an exploration of digital commerce and marketing processes that facilitate the presentation of products and services using predictive and robotic technology. Using newly available tools to engage customers and understand the voice of the customer, marketing can deliver an engaging and satisfying customer experience.

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By 2026, the need for unified marketing technology to identify, locate and target buyers will contribute to the rise of a data intelligence platform to enable marketing effectiveness.

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Mark Smith

CEO & Chief Research Officer
Through 2025, one-half of organizations will deem existing marketing technologies ineffective to intelligently engage buyers in personalized digital experiences.  
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By 2025, one-half of all marketing organizations’ account-based marketing (ABM) efforts will fail due to lack of confidence across marketing and sales and will lead to inconsistent cutomer interactions.
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By 2026, two-thirds of CMOs will realize that marketing their customer experience is their responsibility and the lack of it will contribute to limited revenue growth.
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Through 2026, one-half of marketing organizations will lack Voice of the Customer (VoC) insights to guide improvement throughout the organization leading to increased customer churn and lack of confidence in the organization.
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Through 2025, one-half of organizations will find they need to be more effective at digitally targeting consumers and search to find data intelligence platforms that aid marketing to reach its potential.
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By 2026, the need for unified marketing technology to identify, locate and target buyers will contribute to the rise of a data intelligence platform to enable marketing effectiveness. 
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Through 2025, the use of a customer data platform (CDP) can help further validate the need for a personalized digital engagement and experience for buyers. 
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By 2025, one-third of marketing organizations will rationalize their technology portfolio with a centralized data tool like a CDP to streamline operations. 
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Through 2026, one-half of marketing organizations will embrace revenue management objectives to ensure customer engagement translates into increased customer lifetime value and satisfaction.  
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By 2026, the roles of Chief Customer Officer and CMO will begin to merge into a more powerful procurement office that is measurably accountable for outcomes across CX. 
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Through 2026, marketing leadership across two-thirds of organizations will continue to be plagued with silos of tools that impede the effectiveness of processes and performance to digitally engage buyers.
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By 2025, 6 in 10 marketing teams will require guided analytics processes and storytelling capabilities to help understand and act on insights.
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Through 2025, AI and machine learning will remain largely independent of marketing applications requiring three-quarters of marketing teams to depend on separate skill sets. 
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By 2025 three-quarters of marketing platforms will include augmented intelligence capabilities based on AI and machine learning, which make products easier to use and more effective.
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By 2026, the lack of insights on products and experiences will require new technology investments that can meet the needs of marketing teams who desire to optimize their digital merchandising efforts.
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By 2025, over one-third of marketing organizations will realize the customer and digital experiences are not meeting desired results requiring new technology investments designed for this purpose.
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By 2026, one-third of organizations that have not consolidated to a unified customer data platform (CDP) will diminish the digital potential of their marketing efforts. 
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Through 2025, consolidation of the CDP technology market will be the catalyst for marketing organizations to adopt new digital engagement and experience platforms.
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By 2026, one-third of organizations will realize the need to engage customers in real-time requires that organizations embrace customer data platforms (CDP) to ensure effective engagement.
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Through 2025, one-fifth of organizations will determine that the lack of insight on intent and interactions prevents intelligent interactions with consumers preventing engagement.
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By 2025, one-third of marketing organizations will abandon legacy marketing technologies for improved frictionless interactions and digital experiences across all channels and devices. 
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Through 2026, one-half of marketing organizations will eliminate use of Adobe Acrobat to better engage audiences due to its detraction from effective digital experiences that detracts from corporate brand and mobile engagement.  
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Through 2025, one-third of organizations will require consumer insights and investments into marketing-focused data intelligence technology to maximizie value of investments.
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By 2026, demand from buyers and customers will have one-third of marketing organizations prioritize engagement across social media channels rather than email in order to reach digitally targeted audiences.
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Through 2026, over one-third of marketing organizations will examine their digital insights and realize they need to invest into analytics that are designed to guide future advancements.
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Through 2026, more than one-half of marketing organizations will embrace marketing-focused digital technologies that incorporate machine learning-powered virtual agents to facilitate engagement and interactions. 
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By 2027, more than one-half of marketing organizations will be using intelligent automation for marketing processes like lead scoring in order to knit marketing and sales teams closer together.
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By 2027, over one-half of marketing organizations will deploy personalization and action-focused interactions as the primary means of engagement in a new generation of intelligent workflows. 
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Through 2025, the use of intelligent marketing software will be the top technology invested upon by one-third of marketing leaders who wish to streamline processes and performance.
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By 2025, one-quarter of marketing organizations will embrace conversational experiences as the priority for self-service digital interactions using natural language. 
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By 2026, the current generation of chatbots will give way to more complex, AI-based virtual agents that incorporate transaction processing and other interactive functions.  
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By 2025, one-half of marketing organizations will infuse AI and machine learning to its technologies to ensure an effective context for engagement conversations with buyers and customers.  
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Through 2026, more than one-third of organizations will shift from conversational marketing efforts to the use of intelligent self-service in order to streamline customer and digital experiences.
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By 2026, one-half of marketing organizations, especially in large enterprises, will adopt digital experience platforms (DXP) for orchestrating engagement to achieve desired outcomes. 
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By 2024, four-fifths of marketing organizations will find the convergence of content management and digital experience platforms (DXP) an essential step to achieving personalized engagement. 
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Through 2026, one-fifth of very large enterprises will have Chief Digital Officers or similar leaders who re-imagine interactions with consumers and customers to ensure workflow with enterprise is more efficient.
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Through 2026, one-third of marketing organizations will establish marketing performance management (MPM) disciplines to ensure digital investments realize their brand and business effectiveness.  
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By 2026, one-half of marketing organizations will find the absence of marketing performance management (MPM) requires continuous planning and near real-time insights for goals achievement and marketing readiness. 
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By 2026, one-half of marketing organizations will lack the competencies and skills to utilize available data and analytics, leading to low confidence in delivering fact-based insights. 
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Through 2026, the lack of marketing performance management offerings will force one-half of CMO and marketing organizations to adopt planning and analytics platforms to meet their needs. 
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Through 2026, the requirement for managing marketing performance will introduce new applications designed to guide plans and investments to ensure the desired ROI. 
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Through 2025, the lack of discipline in planning and analytics in marketing will lead to one-third of leaders to establish a sole leader to manage marketing performance.
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Through 2025, one-half of marketing organizations will lack the competencies and skills in PIM to ensure effective digital experiences, leading marketing leaders to establish new investment and leadership.
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By 2026, one-third of marketing organizations will use a new generation of PIM focused on experiences and merchandising across any channel. 
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Through 2025, one-quarter of organizations will embrace a modern dedicated PIM environment to optimize product experiences across marketing and sales channels accelerating digital effectiveness. 
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Through 2025, two-thirds of organizations will have established a digital shelf and merchandising priority to their product experiences to enhance consumer and customer engagement. 
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By 2026, one-third of marketing organizations will have deployed product information management (PIM) to support revenue priorities for effective buyer experiences across digital commerce and buying channels. 
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By 2026, the pressure to have consistent information throughout buying and merchandising channels will result in one-third of organizations investing in product activation processes.
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Through 2026, one-half of organizations will transform product information management efforts to a merchandising and digital shelf strategy that will require new technology investments. 
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By 2025, adoption of new PIM technology vendors that focus of digital commerce platforms to supercharge product experiences will emerge as essential to marketing effectiveness. 
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Through 2027, the establishment of product cloud investment to simplify and unify a product information network will be essential to streamline demand and supply chain effectiveness.
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By 2025, 6 in 10 organizations will require product analytics processes and storytelling capabilities to help create and deliver insights for line of business personnel. 
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Market Agenda & Calendar

Ventana Research maintains a rigorous approach to its areas of research expertise through a methodology of processes and activities to ensure we provide the best possible insights on technology across business and IT. This is represented in our Market Agenda, which is a foundation for providing actionable information and guidance to help you identify opportunities for improved competitiveness and effectiveness. Other industry analyst firms lack methodology and a publicly available research agenda and are easily biased by clients and the industry. We take pride in our reputation for independence and provide our research calendar and agenda for visibility into the upcoming months of activity.

March

  • Analyst and Market Perspectives
    Digital Experience Intelligence for Customers and Products
  • Benchmark Research
    Product Experience Management in collection;
    Customer Analytics in collection
  • Dynamic Insights
    Digital Marketing in design;
    Voice of Customer launches
  • Value Index
    Customer Experience Suites promoted
    Product Experience Management promoted

April

  • Analyst and Market Perspectives
    The Age of Persona Marketing
  • Benchmark Research
    Product Experience Management in collection;
    Customer Analytics in collection;
    Digital Commerce in design
  • Dynamic Insights
    Digital Marketing launches;
    Voice of the Customer promoted
  • Value Index
    Customer Experience Suites promoted;
    Product Experience Management promoted

 

May

  • Analyst and Market Perspectives
    Marketing Analytics and Planning
  • Benchmark Research
    Product Experience Management in collection;
    Customer Analytics in collection;
    Customer Experience in design;
    Digital Commerce in design
  • Dynamic Insights
    Digital Marketing in collection;
    Voice of the Customer promoted
  • Value Index
    Customer Experience Suites promoted;
    Product Experience Management promoted

What to see our research plans for the year?
DOWNLOAD THE FULL MARKET AGENDA

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