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1.What best describes your role?(Required.)
2.How many people work in your organization?(Required.)
3.What is your organization's annual revenue (USD)?(Required.)
COMPANY CONTEXT:
Is your organization's business strategy and operating system clear?
4.Our strategic priorities are clear enough that teams can act on them without escalating for direction.(Required.)
5.When two business goals conflict, people know which one takes priority.(Required.)
6.What our company knows — its policies, capabilities and processes — is written down rather than held in people's heads.(Required.)
CUSTOMER CONTEXT:
How well does your organization understand the customer's world?
7.We have a specific, shared understanding of what our customers are trying to achieve.(Required.)
8.We can explain why our customers make the decisions they make, not only what they did.(Required.)
9.We know which moments in the customer relationship matter most to the outcome.(Required.)
SYSTEMS CONTEXT:
How well does your organization's technology access and deliver company and customer context?
10.Our systems give employees the information they need at the moment they need it.(Required.)
11.The different systems we need to work with to serve customers and enable employees are well-integrated.(Required.)
12.Our systems can act on a customer in one channel based on what happened in another.(Required.)
VALUE ENGINEERING:
How does your organization approach deciding what is worth doing?
13.Our technology investments start from a business outcome rather than a feature list.(Required.)
14.For each of our major customer journeys, we can articulate where the monetary value (e.g., revenue, margin, etc.) is actually created.(Required.)
15.Different functions use the same definition of success for our customer-facing programs.(Required.)
CONTEXT ENGINEERING:
How is your organization making customer/company context more actionable?
16.Our business rules and priorities exist in a form our technology can act on, not only in documents and presentations.(Required.)
17.What we know about a customer is available to our systems at the moment of interaction.(Required.)
18.We deliberately design how company knowledge and customer understanding get into our systems, rather than leaving it to individual projects.(Required.)
OPTIONAL:
If you wish to receive a named credit in the Martech for 2027 report and/or be entered to win a free 30-minute private consulting session with Scott Brinker and Frans Riemersma, anser the questions below. You can skip these.
19.How do you wish to be credited in the report? Name or company name only. (Leave blank to not be credited.)
20.What is your email address (must be work address if you wish to have your company credited in the report)?