Strengthen customer relationships with unified tools

Bridge the gap between marketing and service

Legacy CRMs weren’t designed for today’s fast-moving, personalized customer journeys.

Commissioned by Klaviyo, the 2025 Forrester Consulting study shows how leading brands are unifying marketing and customer service to close data gaps, align teams, and turn shared goals into stronger retention and revenue.

Inside, you’ll discover:

• Why 66% of leaders say aligning departmental workflows is critical to achieving their goals
• How a unified CRM bridges marketing, service, and commerce
• Why just 16% have adopted AI tools that improve engagement across customer lifecycle
• Get a clear view of what’s next in CRM—backed by insights from 300+ B2C leaders.