Cory Munchbach

Analyst serving Customer Insights PROFESSIONALS

Cory is a member of the Customer Insights research team. She looks at how companies must fuse marketing strategy and technology to drive competitive advantage. Her research agenda focuses on best practices for using technology to drive a complete brand experience across the customer life cycle, the marketing technology vendor landscape, integrated marketing strategy supported by technology, and the evolution of the marketing technology discipline.

Cory has been quoted and referenced in Forbes, Wired, Mediapost, Ad Age, 1to1 Media, and MarketingWeek and frequently speaks at various industry conferences.

Previous Work Experience

Before joining the Customer Insights team, Cory was an analyst for the CMO practice at Forrester, focusing on a customer-life-cycle-driven marketing strategy. She began her Forrester career supporting the CMO & Marketing Leadership team and spent two years researching shopper marketing and brand building.


Cory has a B.A. in political science and Hispanic studies from Boston College.

Cory Munchbach's Research

  • For Customer Insights Professionals

    Report: Quick Take: IBM Acquires Silverpop

    On April 10, 2014, IBM announced its intent to acquire Silverpop, a software-as-a-service (SaaS) marketing automation and email service provider. With this acquisition, IBM fills in some signifi...

    • Downloads: 51
    • Rating:
  • For CMO Professionals

    Report: Adopt The Customer Life Cycle To Win In The Age Of The Customer

    There is widespread recognition that the old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and the disru...

    • Downloads: 471
  • For CMO Professionals

    Report: The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

    Today's empowered customer has the world at her fingertips — literally — through the multiple connections to information, products, and opinions all throughout her day. Marketers who...

    • Downloads: 890
  • For Customer Insights Professionals

    Report: Quick Take: Adobe Underscores Marketing Reinvention At Adobe Summit 2014

    On March 25, 2014, at its annual digital marketing summit, Adobe very deliberately positioned its Marketing Cloud as a comprehensive platform for digital marketers, rather than a suite of best-o...

    • Downloads: 68
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  • For Marketing Leadership Professionals

    Report: Quick Take: Oracle Arms Itself With Data In The Marketing Cloud Wars

    On February 24, Oracle announced its intent to buy data management platform (DMP) BlueKai for an estimated $350 million. The company describes the acquisition as a means to expand its Marketing ...

    • Downloads: 129
  • For CMO Professionals

    Report: The Role Of Digital In The Path To Purchase

    CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conduct...

    • Downloads: 1470
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  • For CMO Professionals

    Report: Customer Life-Cycle Marketing Demands New Metrics

    To get the best returns from the adoption of a customer-centric approach to marketing, Forrester believes that marketers must make the shift from the traditional marketing funnel to the customer...

    • Downloads: 1489
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  • For Marketing Leadership Professionals

    Report: Make The Switch To The Customer Life Cycle

    The customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but most marketers have not yet moved their organizations to the customer li...

    • Downloads: 1308
  • For CMO Professionals

    Report: Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

    Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety o...

    • Downloads: 982
  • For CMO Professionals

    Report: Map Your Migration To A Customer Life-Cycle-Powered Marketing Strategy

    Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interac...

    • Downloads: 1032
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