Trends Report

The Marketing Accountability Index

How Customer Intelligence Can Drive Irrefutable Marketing Results

March 23rd, 2010
Carlton Doty, null
Carlton Doty
With contributor:
Emily Murphy

Summary

Constantly changing customer behavior and an amorphous mix of marketing channels impede Customer Intelligence (CI) professionals' efforts to drive more accountability into their respective marketing organizations. Our latest research uncovers 40 best practices that leading Customer Intelligence professionals use to build a culture of accountability, and we grouped them into four categories: 1) organizational alignment; 2) cross-functional business processes; 3) value-based metrics; and 4) transparent communication of results. Forrester distilled these best practices into a self-diagnostic test that we call the Marketing Accountability Index.

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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.