Trends Report

Customer Life-Cycle Marketing Demands New Metrics

Analytics To Assess Customer Obsession

February 10th, 2015
Sarah Sikowitz, null
Sarah Sikowitz
With contributors:
Moira Dorsey , Alexandra Hayes , Elizabeth Perez

Summary

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.

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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.