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For CMO Professionals

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

Most Marketers Have Not Mastered CLC Maturity

July 29, 2015

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  • 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.

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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

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