Best Practice Report

Disrupt Strategic Planning

Three Keys To Driving Outside-In, Customer-Obsessed Business Strategy

April 13th, 2015

Summary

Our research suggests that high-performing companies look at strategic planning as a continuous process with a focus on customer value and loyalty. In this report, we identify new responsibilities for key participants in strategic planning — CMOs, CIOs, and business-unit leaders. We specifically focus on three ways CIOs must step up and serve as a shaper of customer-obsessed business strategy that generates greater loyalty and drives better performance. To succeed, CIOs need to effectively collaborate with peers across the C-suite, especially the CMO and business-unit leaders, to build strategies and a shared business technology agenda, focused on customer outcomes.

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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.