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For CMO Professionals

Make The Switch To The Customer Life Cycle

Plan A Marketing Transformation

October 8, 2015

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  • By Sarah Sikowitz
  • with Michelle Moorehead,
  • Cory Munchbach,
  • David M. Cooperstein,
  • Ryan Trafton,
  • Elizabeth Perez,
  • Alexandra Hayes,
  • Kara Hartig

Why Read This Report

Marketers agree that the customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but they still struggle to adopt it. To manage the necessary shift, marketers should start small and ask, "Where is the customer in our marketing effort?" From this base, they can gradually shift their entire marketing plan to the customer life-cycle model. CMOs should begin with steps that have the highest chance of success and/or the greatest business impact on customer life-cycle marketing as part of their strategic plan. This is an update to a previously published report. Forrester reviewed and supplemented it with research including vendor interviews and data from the Forrester/ANA Q1 2015 Customer Life-Cycle Marketing Online Survey to maintain accuracy and relevance.

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Table of Contents

  • The Traditional Funnel Is Still Embedded In Marketing
  • Customer Life-Cycle Adoption Will Be Incremental
  • Recommendations

  • Build Early Momentum To Pave The Path To the Customer Life Cycle
  • Supplemental Material
  • Related Research Documents