- Forrester Councils
- Councils Overview
- log in
Posted by Corinne Munchbach on October 17, 2013
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:
Where are you at in this journey? Use the interactive tool found in the assessment chapter of the customer life-cycle marketing playbook, and then learn more about where you stand with this new report, the benchmarks chapter of the playbook. And if you'd like to talk further about where you are and where you need to go next, send me an email or set up an inquiry.