Update: The following post was written prior to today's shocking events at the Boston Marathon. All of Forrester sends out thoughts, prayers, and well-wishes to the runners, spectators, and their families affected by this senseless violence. — Cory
Today is just tax day to most of the US, but here in Boston, it's much more likely to be referred to as marathon Monday. Indeed, thousands of runners and wheelchair athletes are currently moving toward the finish line in the 117th running of one of the world's most famous and popular races: the Boston Marathon. For some, the goal is just to finish, while others are out to set personal records. And all have been training with a regimented, well-planned routine for months in anticipation of the big day. Marketers should take a page out of the marathoner's playbook when it comes to making the switch to the customer life cycle, a customer-driven marketing approach that will help your organization succeed in the age of the customer. CMOs in particular have the responsibility of transitioning marketing to a customer-first philosophy, and my latest report, "Evaluate The Completeness Of Your Marketing Effort," will help you get there (subscription required).
Tell me you’ve had this problem. You wake up and stand in your closet, staring at all the different outfits to choose from and wondering which one is going to make just the right impression for whatever you have going on that day. Maybe you want to look authoritative and put-together for a client, be the cool parent to your kids’ friends, or be sexy to catch the attention of your objective's affection. Whatever the occasion, sometimes the wealth of options can be overwhelming and you end up panicking and trying to do too much or too little. And the next thing you know, that dream combo you had in your mind’s eye is out the window.