RESEARCH & RESOURCES

SAP Context Commerce white paper cover

Context, Commerce + Customer: Best Practices to Exceed Expectations

January 2, 2017

According to an IDC report, marketing officers will drive $32 billion in marketing technology spend by 2018. Yet, year over year, we keep hearing that systems are being turned over or replaced. New investments are being made into even newer systems with dangerously familiar-sounding names.

What we have learned is that despite marketing’s unwavering desire to deliver the best possible experiences to customers—both online and off—gaps continue to plague even those with the best intentions. While marketers are more clearly defining what the customer experience is and should be, challenges across the organization threaten to derail even the best-laid plans.

This white paper presents the key findings from an online audit of more than 170 senior marketing leaders from around the world and describes best practices for overcoming the challenges of delivering an optimal customer experience.

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