FOR CMO PROFESSIONALS

The Customer Life-Cycle Marketing Playbook For 2016


Adopt The Customer Life Cycle To Win In The Age Of The Customer



The old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and digital disruption. CMOs now need to align marketing decisions to customers' experiences with the brand to define engagement, budget allocation, and organizational skills. This playbook introduces the customer life cycle as the tool to create and evangelize a customer-obsessed strategy. By placing customers at the center of marketing actions, CMOs ... Continue reading the Executive Overview

PLAYBOOK RESEARCH

Overview: Adopt The Customer Life Cycle To Win In The Age Of The Customer
Business Case: Make Customer Obsession Pay Off With The Customer Life Cycle
Strategic Plan: Make The Switch To The Customer Life Cycle
Performance Management: Customer Life-Cycle Marketing Demands New Metrics
Continuous Optimization: Continuous Optimization For Customer Life Cycle
Continuous Optimization: Continuous Optimization For Customer Life Cycle
Overview: Adopt The Customer Life Cycle To Win In The Age Of The Customer
Strategic Plan: Make The Switch To The Customer Life Cycle
Business Case: Make Customer Obsession Pay Off With The Customer Life Cycle
Performance Management: Customer Life-Cycle Marketing Demands New Metrics

video thumbnail

Forrester Playbooks

Playbook frameworks guide your critical decisions with integrated reports, tools, and objective insights. See how Playbooks align to your critical business initiatives, delivering integrated reports, tools, and guidance for your key decisions. Watch the video.

playbook icon

Custom solutions for critical challenges.

Forrester Consulting applies our deep body of research, data-driven insights, and best practices to your specific business challenge. Learn how Forrester Consulting can help.