Why Read This
The world your customers live in is complex — a maze of media, devices, conversations, and interactions. Making a connection between your customers and your brand means finding new ways to stand out to the right audience with the right message at the right time. Whether you are a business-to-business (B2B) or a business-to-consumer (B2C) enterprise, marketing has to facilitate that complex engagement across the customer life cycle, from customers initially identifying a need to researching their options, making a purchase, and using the product. But, marketing can't stop there. In today's post-digital world, marketers must ultimately deploy strategies to keep the customer engaged throughout the entire life cycle. To create and manage customer relationships, CMOs need to ready marketing across five key areas: strategy, organization, measurement, data and analytics, and marketing technology. This report offers CMOs an assessment tool with which to evaluate the current state of their marketing team and plan for true customer life-cycle marketing success. This is an update of a previously published report; Forrester factored in new criteria and scoring to the assessment tool.