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"Forrester defines L2RM as:
A business system for marketers whose offerings mandate a long, complex, or highly considered buying process, comprising integrated goals, processes, and metrics that reshape marketing practices to drive effective customer engagement across the customer life cycle — from awareness to advocacy. It is measured through the metric of revenue performance — from new customer acquisition through lifetime value."
See the nuance?
Used to be called Responsibility for Customer Lifetime Value. CX is partially in the hands of Marketing. Product Management holds the straight flush.
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