FOR CMO PROFESSIONALS

The Customer Life-Cycle Marketing Playbook


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 disruptive power of digital. Marketers need a new framework to align their marketing decisions to the customer's experiences with the brand to define customer engagement, budget allocation, and organizational skills. This playbook introduces the customer life cycle as the tool today's marketers need to create and ...

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PLAYBOOK RESEARCH

Organization: Organize For Customer Life Cycle Marketing
Processes: Change Management For The Customer Life Cycle: A Step-By-Step Guide To Align Brand, Customer Experience, And Marketing
Continuous Improvement: Develop An Ongoing Approach To Innovation To Adapt To The Omnichannel Consumer
Continuous Improvement: Develop An Ongoing Approach To Innovation To Adapt To The Omnichannel Consumer
Processes: Change Management For The Customer Life Cycle: A Step-By-Step Guide To Align Brand, Customer Experience, And Marketing
Organization: Organize For Customer Life Cycle Marketing

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Achieve customer obsession.

With mobile, social, and other technologies shifting power directly to the consumer, setting a clear strategic course has never been more challenging for CMOs. Learn how Forrester Consulting can help.