Trends Report

The B2C CMO’s Guide To Customer Obsession

October 13th, 2021


B2C CMOs play a central role in customer obsession: They must make sure that what their companies create and deliver aligns with what customers value and what their brand promises. To embrace this role, every B2C CMO should 1) consider themselves and their marketing function the advocate for the customer everywhere; 2) define a brand strategy that aligns the company’s purpose and employee experience with what customers value; and 3) be the arbiter of the brand experience.

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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.