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.
Once again, I'm going to write an overview of the European interactive design agency market to help Forrester clients identify design agencies to help them with their projects in Europe. The report title will be "2012: Where To Get Help For Interactive Design Projects In Europe." Participants will receive a copy of the research and their details will be included in the report.
I would like to invite interactive design agencies in Europe to participate. Please complete the agency survey at the following location:
The survey is designed to gather data from European firms that have significant experience in designing and developing digital experiences (web, mobile, etc.). Survey questions cover interactive agency size, practice areas, industry expertise, locations, and a range of costs for typical engagements. If you know any agencies that should be included in my report, please forward the survey link to them or show them this blog post.
P.S. If you want a preview of the survey, you can see all the questions on the following site:
Technology innovation and business disruption are changing the software market today. Cloud computing is blurring the line between applications and services, and smart solutions are combining hardware with software into new, purpose-engineered solutions. We are happy to announce that we have launched our Forrester Forrsights Software Survey, Q4 2010, to predict and quantify the future of the software market and help IT vendors to tap into the insights from approximately 2,500 IT decision-makers across North America and Western Europe.
The survey will provide insights on the strategic direction and spending plans of enterprises from very small businesses to global enterprises, segmented by industry and country. In comparison with last year’s survey, we significantly boosted the sample size this year for the energy (oil and gas, utilities, and mining) and healthcare industries; we’ll be able to provide an in-depth analysis for these industries along with retail, financial services, high tech, and other industries.
Key themes for this year’s software survey include the following topics:
Cloud computing. Besides a 360-degree overview on current and future adoption rates of software-as-a-service (SaaS) for different software applications, we are going much deeper this year and have asked IT decision-makers about their cloud strategy for application replacement as well as for different data and transaction types.
Integrated information technology. Purpose-engineered solutions combining hardware with software are promising higher performance and faster implementation times. But do IT users really buy into single-vendor strategies?
Forrester is currently running a database management survey assessing the state of the database market. We are surveying companies across various verticals to understand the type of DBMS they use, what challenges they face and what initiatives are currently being undertaken or planned for in the coming years. We’re looking at what’s working and what’s not, and things that you are focusing on around database management such as cloud, compression, archiving, security, and tuning.
If you are involved in some part of database management, then we’d love to hear your opinions.
All results will treated as strictly confidential and results will only ever be presented at an aggregated level.
Whether you are a CEO, CIO, IT employee, or working outside of IT, you have some level of understanding of your organization’s strategy. At least that’s what I believe. But how much do you understand? To find out we’re conducting research across the enterprise to see how well employees understand business strategy and whether they have any idea about the IT strategy or even the IT architecture strategy.
As a reader of this blog, I know you are an innovative thinker and business-savvy — I’m hoping you will please take five minutes now or later today to help out our research by taking part in this survey, no matter where you work or what your role is. Even if you cannot take the survey, you can still help by sharing a link to this post (http://bit.ly/cioblog29) with friends, colleagues, and associates who you think may be interested in the results.
The survey examines a number of aspects of business and IT strategy, such as:
How well defined and understood is the business & IT strategy?
How well understood are the measures of strategy success?
What time horizons are most common for strategic planning?
Frequency of planning updates
The perception of IT (from inside IT and from outside IT)
The maturity of enterprise architecture planning
Social technology strategy
I'll be writing future blog posts here based upon the data we gather as well as sending participants a summary of the results.
We recently embarked on a Forrester-wide research project to benchmark the use of social technologies across enterprise organizations. Why is this important? Well, as you may know, we cover social technologies from a wide range of perspectives — from roles in marketing to IT to technology professionals. We find each of these roles differs in its general “social maturity” and that most companies are experiencing pockets of success, but few, if any, are successfully implementing it across the board. In fact, full maturity in this space could take years, but there are clear differences in how some ahead-of-the-curve companies are using social technologies for business results. In fact, at this point it has been clearly established by many people (including us many times over) that social technologies as transformative tools that are changing the way companies do business. So we’re not talking as much about the opportunity social presents, but rather we are trying to determine the current reality of practitioners. It’s also clear that many companies have made tremendous strides in planning and organizing for the use of social technologies. However, the one question we consistently get is: “where is my organization compared to others in the use of social media?” We want to benchmark these companies to see if we can answer questions like:
How do you define “social maturity” and why is it important to get there?
Which companies are ahead of the curve in implementing social technologies for both external use (i.e., for customers/consumers) and/or internal use (i.e., for employees/partners)?
What have been the biggest drivers of success?
What are the biggest challenges?
What steps do most organizations need to take and why?
When designing application infrastructure strategy, planning for the renewal of their application landscape, or assessing their overall strategic position, banks and other types of firms in financial services typically like to know the answer to the question: “What are the others doing?” In the past, surveys similar to our newest financial services survey helped application delivery professionals as well as enterprise architects assess their position, for example, regarding application infrastructure strategy as well as broader application renewal initiatives and position their individual initiative in the regional or global IT and business environment.
When we embarked on this project I wasn't sure if it would be a complete failure or a roaring success. Still, the optimist in me suggested it might work. The timing of launching the survey, just before the Christmas Holiday period was risky. However I'm pleased to say the results so far have been better than expected.