Customer Life-Cycle Marketing Demands New Metrics
February 10, 2015
Why Read This Report
To win, serve, and retain customers, Forrester believes that modern marketers must make the transition from the traditional marketing funnel to the customer life cycle. Marketers must understand at what stage in the cycle marketing programs are most relevant, focus on information flows at customer hand-over points, and adopt across-cycle metrics to foster organizationwide customer obsession. This report will explain how CMOs must spearhead adoption of new metrics for performance management and optimize the transition to customer life-cycle marketing. This is an update to a previously published report; Forrester reviewed it for continued relevance and accuracy.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Increasing Complexity Demands Customer Obsession
- Adopt The Customer Life Cycle To Align With Customer Activities
- Define Metrics That Measure The Customer Life Cycle
- Engage The Enterprise With Shared Customer-Driven Metrics
- Supplemental Material
- Related Research Documents