Trends Report

A Customer-Obsessed Operating Model Demands A Close Partnership With Your CIO

Marketing And Technology Drive Growth Together

April 12th, 2016
Nigel Fenwick, null
Nigel Fenwick
With contributors:
Pascal Matzke , Michelle Moorehead , Rachael Klehm , Ryan Trafton , Ian McPherson


The new customer-obsessed operating model required to win in the age of the customer is a hallmark of successful digital transformation. But it requires changes across the executive team, most keenly felt by CMOs and CIOs. To learn how customer-obsessed CIOs and CMOs are leading the needed changes, we asked these executives at customer-obsessed companies about their best practices. This report explores the leadership initiatives adopted by successful CMO-CIO partnerships and offers recommendations for adopting a customer-obsessed operating model.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.