Forrester

Why Read This Report

Companies are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world where empowered consumers, commoditized products, and intense competition stretch organizational capabilities to their limits. Enter the customer-obsessed CMO. She is the one person who can transcend the operational status quo and lead a companywide journey to establish new sources of competitive advantage. To drive this disruptive go-to-market strategy, CMOs must: 1) gain executive-level alignment on becoming customer-obsessed; 2) work with executive peers to develop a long-term strategy; and 3) enable practitioners to execute as customer-obsessed brand ambassadors.