Why Read This
Marketers agree that the customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but they still struggle to adopt it. To manage the necessary shift, marketers should start small and ask, "Where is the customer in our marketing effort?" From this base, they can gradually shift their entire marketing plan to the customer life-cycle model. CMOs should begin with steps that have the highest chance of success and/or the greatest business impact on customer life-cycle marketing as part of their strategic plan. This is an update to a previously published report. Forrester reviewed and supplemented it with research including vendor interviews and data from the Forrester/ANA Q1 2015 Customer Life-Cycle Marketing Online Survey to maintain accuracy and relevance.