This is the fifth in a five-part series on the critical questions any enterprise decision-maker should be asking as they prepare to invest in preference management.
Establishing preference management across the modern enterprise is no small feat. As noted previously, it is an effort that demands cross-departmental collaboration, the introduction of new research and interpretation capabilities and true organizational adoption on a level that few other initiatives would enjoy.
“The reason we decided not to build in house is because we’d tried it before,” observed a senior IT executive at SiriusXM. “As the data scaled and regulations changed, it became evident that we really needed a partner in this domain.”
In its 2017 report entitled “The Top Emerging Technologies for B2C Marketers,” Forrester Research recommends, “evaluating and implementing technologies that are adjacent to and enhance your current technology stack,” including enterprise preference management.
The report identifies enterprise preference management as “marketing’s most overlooked tool,” explaining that it “builds customers’ trust by providing customers with meaningful marketing choices and some control over how a brand communicates with them.”
As a pioneer in the enterprise preference management space, PossibleNOW has historically faced little competition from other providers. Instead, engagement discussion with enterprises have focused on cost and expertise comparisons with internal teams. Even so, third-party experts agree: engaging a qualified partner for preference management is faster, safer and more cost-effective than an attempt to build it in-house.