The Rise Of The Customer Life-Cycle Marketing Systems
December 11, 2013
Why Read This Report
Marketers need business technology that can help them create, manage, and measure increasingly complex marketing efforts. Major technology vendors have invested to help reduce this complexity for CMOs and their marketing teams, through a combination of acquisitions, development, and integration. Forrester calls this set of marketing technologies "customer life-cycle marketing systems" (CLCMS). These emerging platforms will integrate core marketing operations capability to manage marketing's fragmented processes and help marketers deliver a coherent story to discrete groups of customers. In this report, we define and describe the CLCMS, lay out the landscape of vendors vying to deliver this vision, and offer key recommendations on how CMOs should act to prepare for and adopt these new, but necessary, tools.
Already a Client?
Log in to read this document.
Become a Forrester Client
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.
This report is available for individual purchase ($2495 USD).Purchase
Table of Contents
- Technology Must Now Underpin Marketing Execution
- Marketers Need A Customer Life-Cycle Marketing System
- Marketers Must Align Strategy And Process Before Calling Vendors
- Supplemental Material
- Related Research Documents
Social Technographics® Defines Your Social Approach And Tactics
July 29, 2016 | Jessica Liu
The State Of Customer Analytics 2016
July 20, 2016 | Brandon Purcell
The Fight Between Apps And Websites Is Futile; You Need Both
March 11, 2016 | Nicole Dvorak