The Customer Life-Cycle Marketing Playbook

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 will ... Continue reading the Executive Overview


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Achieve customer obsession.

With mobile, social, and other technologies shifting power directly to the consumer, setting a clear strategic course has never been more challenging for CMOs. Learn how Forrester Consulting can help.