Business Case Report

Making The Case For Investing In Customer Engagement

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


The necessity of taking a structured approach to customer engagement has become widely accepted, yet B2B marketing leaders often struggle to articulate the business rationale. Organizations that formalize their customer engagement efforts often can achieve significant business impact with minimal initial investment. In this report, we describe key benefits that can be highlighted when communicating the value of investing in customer engagement to key stakeholders.

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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.