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For CMO Professionals

Make Customer Obsession Pay Off With The Customer Life Cycle

Unlock New Value In Marketing

July 29, 2015

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Authors

  • By Sarah Sikowitz
  • with Michelle Moorehead,
  • Michael E. Gazala,
  • Elizabeth Perez,
  • Kara Hartig

Why Read This Report

Forrester's customer life cycle provides a framework for CMOs to reorient marketing from a linear funnel-based approach to a customer-centered approach. Making the switch to customer life-cycle marketing demands many new uncomfortable and potentially unpopular elements. These include sacrificing short-term revenue in favor of longer-term growth, investing in new resources, and innovating with unfamiliar tactics. This report will help CMOs build a business case for switching to customer life-cycle marketing. It identifies key sources of business value that come from making this switch and explains how savings elsewhere can offset investments. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new ideas and insights.

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Table of Contents

  • How To Justify The Move To A Customer-Obsessed Strategy
  • Build The Case To Transform Data, People, And Technology
  • Recommendations

  • Build A Tiered Plan With Short-, Medium-, And Long-Term Goals
  • Supplemental Material
  • Related Research Documents