Case Study

Citrix: Customer Marketing — Just-in-Time Support, Proven Impact

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


It’s conventional wisdom that the stories customers tell about their experience with a company have an impact on other customers’ decisions. And to maintain internal credibility and appropriate investment, it’s important to make it easy for sales reps to get what they need, when they need it, from customer advocacy — and show the influence of that support on successful results. This is especially true when justifying investments in people, programs, and systems that make it easier to identify and amplify customer stories. In this case study, we show how Citrix built an expanded customer marketing function that better meets the needs of customers and sales while also proving the value of its contributions.

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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.