FOR CMO PROFESSIONALS

The Customer Life-Cycle Marketing Playbook


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




There is widespread recognition that the old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and the disruptive power of digital. Marketers need a new framework to align their marketing decisions to the customer's experiences with the brand to define customer engagement, budget allocation, and organizational skills. This playbook introduces the customer life cycle as the tool today's marketers need to create and ...

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  • PLAN
  • ACT
  • OPTIMIZE

PLAYBOOK RESEARCH

Business Case: Make Customer Obsession Pay Off With The Customer Life Cycle
Assessment: Evaluate Marketing's Customer Life Cycle Maturity
Strategic Plan: Make The Switch To The Customer Life Cycle
Processes: Enrich The Customer Life Cycle With Customer Journey Maps
Performance Management: Customer Life-Cycle Marketing Demands New Metrics
Benchmarks: The State Of Customer Life-Cycle Marketing, 2013
Continuous Improvement: Develop An Ongoing Approach To Innovation To Adapt To The Omnichannel Consumer
Performance Management: Customer Life-Cycle Marketing Demands New Metrics
Strategic Plan: Make The Switch To The Customer Life Cycle
Assessment: Evaluate Marketing's Customer Life Cycle Maturity
Business Case: Make Customer Obsession Pay Off With The Customer Life Cycle
Processes: Enrich The Customer Life Cycle With Customer Journey Maps
Benchmarks: The State Of Customer Life-Cycle Marketing, 2013
Continuous Improvement: Develop An Ongoing Approach To Innovation To Adapt To The Omnichannel Consumer

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Customer Life-Cycle Marketing

Playbook frameworks guide your critical decisions with integrated reports, tools, and objective insights. This Playbook helps you position customers at the center of your marketing activities and create value aligned to their expectations for each interaction. Watch the video.

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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.