©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The customer life cycle is what’s important now.
A few months ago, I asked a broad range of marketing leaders: Does the marketing funnel still work for you? Or are you moving into something else? This sparked several heated debates and ultimately reinforced that more than a century after its first use, marketing leaders still turn to the “marketing funnel” to describe three key aspects of their work: consumer psychology, marketing mix measurement and the business value of marketing. But is this the right move for marketers given the rapid changes transforming the marketing landscape? At Forrester, we believe the answer is no.