Key excerpt...
We've organized the playbook to help CMOs:
● Discover the business value that a strategy grounded in the customer life cycle creates. These reports set the stage for why the customer life cycle is a better framework for modern marketing; they also arm CMOs with the business case to justify the investments and resources they will need for this change.
● Plan the move away from the marketing funnel and to the customer life cycle. In this section of the playbook, CMOs can use the reports to assess their current capabilities and form a road map and strategic plan to get them moving toward a customer-driven marketing function.
● Act on the new requirements that a customer-first strategy demands. Here, CMOs tackle the hardest parts of a major transformation: embracing a change management function to transition people, processes, and technology to the customer-first orientation.
● Optimize performance to enable organization-wide customer obsession. Finally, these last reports take the customer life cycle initiative to the next level by managing performance with new metrics, benchmarking current success, and identifying the next capabilities to add to become even more focused on customer needs.
The centerpiece is data, data, data.
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