Advanced Search

Save Or Share This Report

For CMO Professionals

Use The Customer Life Cycle To Power Your Transformation To Customer Obsession

July 29, 2015

Primary author headshot

Authors

  • By Sheryl Pattek
  • with Michelle Moorehead,
  • Elizabeth Perez,
  • Kara Hartig

Why Read This Report

Adopting a customer life-cycle-based approach across the enterprise demands changes to marketing strategy, organizational alignment, analytics, measurement, and marketing technology. Forrester and the Association of National Advertisers (ANA) surveyed senior marketers using our customer life-cycle maturity assessment to evaluate the current state of marketing leaders' shift toward putting the customer at the center of all marketing activities. CMOs should use this report to benchmark their current customer life-cycle marketing performance against their peers' and put the results to work to better win, serve, and retain customers. This is an update of a previously published report. It is completely rewritten based on new assessment criteria and survey data.

Get Access

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.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Marketers Are Moving Toward The Customer Life-Cycle Framework
  • Aspirers Must Align Action With Intent To Drive Standout Progress
  • What It Means

  • The Customer Life Cycle Will Accelerate Customer Obsession
  • Supplemental Material
  • Related Research Documents

Recommended Research