How To Report

Dashboard Guidelines: Customer Marketing

Demonstrating Customer Marketing’s Contribution To Shared Customer Goals

June 14th, 2022
With contributors:
Cristina De Martini , Tyler Orleans , Drew Zalucky


Customer marketers often struggle to connect their activities to business impact when building an executive dashboard for their function. The function focuses on postsale engagement programs supporting loyalty, advocacy, adoption, and expansion through cross-sell and upsell. In each area of responsibility, the high-level strategic metrics that command executive focus (e.g., growth, retention), are typically shared across multiple functions. In this report, we explain the measurement priorities and challenges for a customer marketing executive dashboard and offer strategies to demonstrate the function’s unique contributions to shared business objectives.

Want to read the full report?

This report is not available for purchase at this time.

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.