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For CMO Professionals

The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

A Marketer's Guide To The Age Of The Customer

January 27, 2016

Primary author headshot


  • By Sarah Sikowitz
  • with Michelle Moorehead,
  • Ryan Trafton,
  • Anna Berman,
  • Kara Hartig

Why Read This Report

Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort and forces marketing to plan messages and actions that it bases on the customer's view of the brand, not the other way around. The customer life cycle is the marketing vision that will drive CMOs' success in the age of the customer. It reshapes all aspects of marketing — from strategy and metrics to organization and technology priorities — and affects how the broader organization needs to collaborate. This report is an update to a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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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

  • The Customer Life Cycle Has Supplanted The Marketing Funnel
  • The Customer Life Cycle Better Serves 21st Century Enterprises
  • Recommendations

  • Use The Customer Life Cycle To Reshape The Role Of Marketing
  • Supplemental Material
  • Related Research Documents