Speaker Biography

Cory Munchbach


Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders


  • 01:40 PM - 02:25 PM

    Embrace Customer Life-Cycle Marketing

    The funnel is out, and the customer life cycle is in. Companies that don’t make the switch are going to be left in the dust. Marketers who want a competitive advantage must build relationships with their customers, which means understanding all of the interactions, behaviors, and decisions that make up an increasingly complex life cycle. In this session, you will:

    • Learn why the funnel doesn’t work for the modern marketer’s objectives.
    • Get familiar with the customer life cycle as the framework for success in the age of the customer.
    • Create a business case for making the switch to the customer life cycle.

Research Focus

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.