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For CMO Professionals

Marketers Versus Customers: Opposing Forces Erupt

Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith

January 20, 2021

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This is the Vision report in The Experience-Led Marketing Playbook.

Why Read This Report

Marketers set out to be customer-focused with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs need to reevaluate the fundamental assumptions on which their marketing programs are built and steer their teams back on track to win, serve, and retain customers — and regain their faith. 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.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Marketers Are Turning Customers Against Them
  • Interrogate Your Assumptions About Marketing Fundamentals
  • What It Means

  • Winning Brands Will Have Best-In-Class Marketing And CX
  • Supplemental Material
  • Related Research Documents

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