Why Read This
Adopting a customer life-cycle-based approach across the enterprise demands changes to marketing strategy, organizational alignment, analytics, measurement, and marketing technology. Forrester and the Association of National Advertisers (ANA) surveyed senior marketers using our customer life-cycle maturity assessment to evaluate the current state of marketing leaders' shift toward putting the customer at the center of all marketing activities. CMOs should use this report to benchmark their current customer life-cycle marketing performance against their peers' and put the results to work to better win, serve, and retain customers. This is an update of a previously published report. It is completely rewritten based on new assessment criteria and survey data.