What do CMOs really want from technology?
In our independent 2025 Forrester Consulting study, The Next-Gen Marketing Platform Imperative, based on insights from over 300 CMOs and senior marketing leaders at global brands with more than $1B in annual revenue across North America and Europe, we examine how AI, data and platform technologies are reshaping the marketing ecosystem and, most importantly, how agency - client relationships must evolve to drive growth.
The Marketing Technology tipping point
AI is rewriting the rules of creativity, data is redefining personalization, and platforms are becoming the new engines of growth. Yet, too many organizations remain trapped by legacy tools, fragmented data and agency models built for a slower era. This Forrester Consulting study reveals how CMOs and agencies can close this gap together, creating connected ecosystems where data, technology and creativity drive measurable business impact.
Inside the report
Discover what more than 300 global marketing leaders revealed about the future of marketing technology:
- The integration imperative: How unified data, platforms and workflows are becoming the foundation for modern marketing success.
- AI as a growth accelerator: How leading organizations are applying AI and automation to improve campaign performance and customer experience.
- Redefining the agency partnership: See why CMOs expect deeper, technology-enabled partnerships that go beyond delivery to drive measurable business outcomes.
- Data as a shared asset. Explore how shared data ecosystems are becoming the foundation for long-term growth.
Get your complimentary copy of the Forrester study now.
The next era of marketing belongs to those who can unite creativity, data, and technology around measurable business impact.
Forrester Consulting, 2025
Key findings from the study
- ROI pressure: 46% of CMOs say lack of clear ROI limits scaling digital initiatives
- Retention risk: 85% of CMOs call agency tech innovation critical to staying partners
- Data frustration: 89% of CMOs are dissatisfied with how brand and agency platforms connect for personalization
Whether you’re a CMO rethinking your tech stack, an agency leader looking to differentiate or a digital strategist building next-gen experiences, this study offers actionable benchmarks and frameworks to guide your next move.
