Why Read This
Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort and forces marketing to plan messages and actions that it bases on the customer's view of the brand, not the other way around. The customer life cycle is the marketing vision that will drive CMOs' success in the age of the customer. It reshapes all aspects of marketing — from strategy and metrics to organization and technology priorities — and affects how the broader organization needs to collaborate. This report is an update to a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.