Best Practice Report

The CMO As Customer Engagement Leader

January 1st, 2018

Summary

Customer engagement bolsters corporate brands and boosts growth and profitability. CMOs are assuming greater responsibility for post-sale customer engagement. Investment in customer engagement helps the CMO reposition the marketing function as a strategic growth engine. This report defines customer engagement and identifies the functions that play key roles in its implementation, the reasons why organizations are emphasizing customer engagement, and the areas driving the CMO’s role as customer engagement leader.

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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.