Why Read This
Forrester believes that chief marketing officers (CMOs) must abandon the century-old marketing/sales funnel and embrace the customer life cycle in order to better manage their customers' interaction with the company and brand. And they must plan a road map to get there. But this shift of framework and focus is not an easy one. CMOs can learn from companies like John Wiley & Sons and Intuit that have successfully managed this transition by following four key steps: 1) Map customer interaction points and define the visible value for the customer; 2) focus on actionable data to define visible value for the customer; 3) develop a test-and-learn attitude to improve customer interaction value; and 4) develop a new collaboration framework across teams and functions. This report is an update to the February 14, 2012, "Four Steps To Tackle The Shift To The Customer Life Cycle."