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For CMO Professionals

Customer Life-Cycle Marketing Demands New Metrics

Analytics To Assess Customer Obsession

February 10, 2015

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  • By Sarah Sikowitz
  • with Moira Dorsey,
  • Alexandra Hayes,
  • Elizabeth Perez

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.

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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
  • recommendations

  • Engage The Enterprise With Shared Customer-Driven Metrics
  • Supplemental Material
  • Related Research Documents