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For CMO Professionals

Seven Steps To Kick Off A Customer-Obsessed Insights Program

Beginner Level: Insights Practices For Marketing Innovation

December 17, 2019


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This report is part of "Act: Beginner Level" in The Marketing Innovation Playbook.

Why Read This Report

There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become customer led, fast, connected, and insights driven. Insights mastery is inextricably linked to customer obsession because insights-driven firms win, serve, and retain customers better than their competition. This report describes how CMOs can establish and leverage an insights program to power marketing insights. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We're now updating it with new Forrester Analytics data.

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Table of Contents

  • Customer Obsession Requires Insights-Driven Marketing
  • Follow Seven Steps To Establish Your Insights Program
  • Supplemental Material
  • Related Research Documents

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