Best Practice Report

First 90 Days: Customer Marketing Leader

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


The new leader of a customer marketing or customer experience function often faces a “boil the ocean” challenge, with many issues to tackle but few resources to apply. The new leader must set priorities and deliver immediate results in order to demonstrate the value of customer marketing and, in turn, to secure additional resources. In this report, we outline a customer marketing leader’s key activities for the first 90 days in the role and reference relevant research to ease the transition.

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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.