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For CMO Professionals

Evaluate Marketing's Customer Life-Cycle Maturity

Measure Your Customer-First Capabilities

July 17, 2015

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  • By Sheryl Pattek
  • with Michelle Moorehead,
  • Elizabeth Perez,
  • Kara Hartig

Why Read This Report

The world your customers live in is complex — a maze of media, devices, conversations, and interactions. Making a connection between your customers and your brand means finding new ways to stand out to the right audience with the right message at the right time. Whether you are a business-to-business (B2B) or a business-to-consumer (B2C) enterprise, marketing has to facilitate that complex engagement across the customer life cycle, from customers initially identifying a need to researching their options, making a purchase, and using the product. But, marketing can't stop there. In today's post-digital world, marketers must ultimately deploy strategies to keep the customer engaged throughout the entire life cycle. To create and manage customer relationships, CMOs need to ready marketing across five key areas: strategy, organization, measurement, data and analytics, and marketing technology. This report offers CMOs an assessment tool with which to evaluate the current state of their marketing team and plan for true customer life-cycle marketing success. This is an update of a previously published report; Forrester factored in new criteria and scoring to the assessment tool.

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Tools And Templates

Best Practice Assessments

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  • The Customer Life-Cycle Maturity Assessment

Table of Contents

  • The Customer Life Cycle Represents A Marketing Paradigm Shift
  • CMOs Must Turn Marketing Into A Customer-Driven Effort
  • Recommendations

  • Use The Self-Test To Ready Marketing For The Age Of The Customer
  • Related Research Documents

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