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For CMO Professionals

The Customer Life-Cycle Marketing Playbook For 2016

Executive Overview: 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 create value that links to customers' expectations of any interaction. This is an update to a previously published report. Forrester reviews and revises it to maintain accuracy and relevance.

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