Gartner Research

Intuit's Capability-First Martech Development

Published: 19 October 2016

ID: G00340865

Analyst(s): Marketing Research Team


Intuit reorients its martech investment strategy to a capability-first approach versus the typical technology-first approach. Use this case study to learn how to Develop a customer-centric, outcomes-focused approach to new technology investments, ensure marketers are equipped to use new MarTech, and Identify opportunities to improve the customer experience through new martech capabilities.

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