Why Read This
The world your customers live in is complex — a maze of media, devices, conversations, and interactions — and to make a connection between them and your brand means finding new ways to stand out to the right audience. Marketing has to facilitate that complex engagement across the customer life cycle, from when customers initially identify a need, research their options, and make and use a purchase. And then marketing must ultimately deploy strategies to keep the customer engaged. To create and manage true customer relationships, chief marketing officers (CMOs) need to ready marketing across five key areas: strategy, organization, measurement, data and analytics, as well as marketing technology. This report offers CMOs an assessment tool with which to evaluate marketing and plan for true customer life-cycle marketing success. This report is an update to "Evaluate The Completeness Of Your Marketing Effort," originally issued to clients on October 25, 2013.