Why Read This
The world your customers live in is complex — a maze of media, devices, conversations, and interactions — and to make a connection between them and your brand means finding new ways to stand out to the right audience. Marketing has to facilitate that complex engagement across the customer life cycle, from when customers initially identify a need to fill, as they research their options, when they make a purchase, and ultimately how marketing makes sure that they have plenty of ways to stay connected. Chief marketing officers (CMOs) need to ready marketing across five key areas to create and manage true customer relationships: strategy, organization, measurement, data and analytics, as well as customer relationship management (CRM) tools. This report offers CMOs an assessment tool with which to evaluate marketing and plan for true customer life-cycle marketing success. This report is an update to "Evaluate The Completeness Of Your Marketing Effort" originally issued to clients on April 5, 2013. This report now includes an interactive spreadsheet for Figure 1.