Trends Report

Marketers Versus Customers: Opposing Forces Erupt

Reevaluate Your Fundamental Marketing Assumptions To Regain Customers’ Faith

January 20th, 2021
Melissa Parrish, null
Melissa Parrish
With contributors:
Stephanie Liu , Sharyn Leaver , Brigitte Majewski , Shar VanBoskirk , Rick Parrish , Sarah Dawson , Caroline Robertson , Chahiti Asarpota , Christine Turley


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. This report will show how 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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.