Vision Report

The Role Of The CMO In Customer Obsession

All Execs Should Share Responsibility For Customer Obsession

January 25th, 2024
With contributors:
Rick Parrish , Emanuella Santos


Customer obsession should be a shared C-suite priority where some execs ignite and others enable customer obsession. All execs, including CMOs, should determine if they should ignite or enable customer obsession rather than jockeying for ownership of the initiative.

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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.