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The CMO has the key to unlocking the customer-activated enterprise




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THE RESEARCH

This report introduces Forrester’s model for bringing investments in customer data, communication and collaboration technologies together, amplifying the returns on each, and ultimately evolving to a differentiated “customer-activated enterprise.”

CMOs who lead this transformation can create a more competent customer engagement model that is capable of winning, serving, and retaining more discerning, technically sophisticated buyers.


Key findings in the report:

• When communicating with customers, marketing is more gatekeeper than enabler
• Customer activation turns customer understanding into higher business value
• CMOs reap big benefits when differentiating around customer activation


By Laura Ramos
Vice President, Principal Analyst
Forrester Research


This report introduces Forrester’s model for bringing investments in customer data, communication and collaboration technologies together, amplifying the returns on each, and ultimately evolving to a differentiated “customer-activated enterprise.”

CMOs who lead this transformation can create a more competent customer engagement model that is capable of winning, serving, and retaining more discerning, technically sophisticated buyers.


Key findings in the report:

• When communicating with customers, marketing is more gatekeeper than enabler
• Customer activation turns customer understanding into higher business value
• CMOs reap big benefits when differentiating around customer activation


By Laura Ramos
Vice President, Principal Analyst
Forrester Research


The CMO has the key to unlocking the customer-activated enterprise

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DOWNLOAD
THE RESEARCH