Six Ways That B2B CMOs Can Make Customer Obsession Real
Forrester, Tuesday, May 30,2023
Most B2B CMOs agree with the idea of putting customers at the center of their leadership, strategy, and operations - which we at Forrester define as customer obsession.
But no matter how customer-focused you are, there's often a deep-rooted tendency to think about the product or market category first and the customer second (evidenced in common questions such as Who will buy our product? or Who will this market category attract?).
That's not so strange - companies exist because they sell things, after all. But at a time when buyers are harder than ever to please, organizations need to take an outside-in - or customer-driven - approach to succeed.