How's That Move From The Funnel To The Customer Life Cycle Going?

Earlier this year, I penned a break-up letter on behalf of CMOs to the marketing funnel. Though some chief marketers initially were a little reluctant to follow through, in new research published today, we see that the vast majority of marketers recognize that the customer life cycle (CLC) is their partner of the future. In "The State Of Customer Life Cycle Marketing, 2013," (subscription required), we share the results from our July 2013 North American Customer Life-Cycle Marketing Online Survey of 80 senior marketers, a highlight of which is that marketers are overwhelmingly picking the CLC for all their customer-obsessed marketing activities (see figure).

In addition to getting a pulse on where companies are in their transition to a customer-first approach to marketing, we also used our assessment (subscription required) to benchmark performance on the five key dimensions of customer life-cycle marketing: strategy, organization, data and analytics, measurement, and technology. We find that:

  • Very few marketers can be considered leaders today. Only 13% of respondents can be considered leaders, and they have aligned strategy, organization, and data to drive their success. Laggards, those with the most to work on, make up 41% of the respondents, while aspirers were the vast majority, with 46% of respondents moving actively toward customer obsession.
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