While Gartner urged companies in 2017 to “Create Powerful Customer Experiences With a 360-Degree View of Your Products” the company is now making a U-turn on its position, urging companies to abandon the “pursuit” of a 360-degree customer view due to the limited number of funds.

The idea was originally put in place to give businesses a complete overview of customers by collecting data from the various touchpoints a customer can use to contact a company to buy, receive and support products.

Gartner explained that marketing organizations should position resources for short-term, high-quality activities, rather than accumulating data in the hope of eventually reaching the mythical “360.”

For more information, read the orginal story in TechRepublic.