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For Marketing Leadership Professionals

Customer Life-Cycle Marketing Demands New Metrics

Success Will Depend On Measuring The Handoff Between Phases

February 08, 2011

By Luca S. Paderni with David M. Cooperstein, Cory Munchbach

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Why Read This Report

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 life cycle. Marketers must understand at what stage in the cycle marketing programs are more relevant, focus on information flows at customer hand-over points, and adopt across-cycle metrics to foster customer-centric alignment across different teams and functions.
Tags: Acquisition Marketing, Brand Tactics, Loyalty Marketing, Marketing Measurement, Marketing ROI
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TABLE OF CONTENTS

  • Increasing Complexity Demands Customer Centricity
  • Adopt The Customer Life Cycle To Align Customer Activities
  • Define Metrics That Measure The Customer Life Cycle

  • RECOMMENDATIONS

    Engage The Enterprise With Shared Customer-Driven Metrics
  • Supplemental Material
  • Related Research Documents
 
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