Marketers pay lip service to putting the customer at the center of everything they do, but in practice, many roadblocks still stand in the way of making customer obsession a reality.

In a new Forrester/ANA survey of 61 marketing leaders, 87% agree that adopting a customer-life-cycle-based approach is better than the sales and marketing funnel for representing a customer-obsessed point of view, yet 70% of respondents are still aspiring to adopt this model.

Why? Seventy percent of those surveyed say that applying the customer life cycle in practice is a challenge because it requires them to reorganize their marketing organization around the customer, rather than their product, brand, or marketing silos. A further 53% say they face challenges around adopting the customer life cycle because it requires a robust technology infrastructure to manage the complexity of customer engagement.

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