Why Read This
To win, serve, and retain customers, Forrester believes that modern marketers must make the transition from the traditional marketing funnel to the customer life cycle. Marketers must understand at what stage in the cycle marketing programs are most relevant, focus on information flows at customer hand-over points, and adopt across-cycle metrics to foster organizationwide customer obsession. This report will explain how CMOs must spearhead adoption of new metrics for performance management and optimize the transition to customer life-cycle marketing. This is an update to a previously published report; Forrester reviewed it for continued relevance and accuracy.