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Winning In The Age Of The Customer

Old sources of competitive advantage are business as usual. Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of and engagement with your customers.


What It Means For Marketing Leaders

Learn how business models and success metrics will change in this new world by reading our report on becoming customer obsessed.
Read the marketing and strategy report

What It Means For Technology Management Leaders

See how technology managers must build the Business Technology agenda alongside the IT agenda in our report on empowered customers.
Read the technology management report

How Will You Compete?

Listen to the conversation and see data about how this new era impacts your company by watching our on-demand webinar, hosted by Forrester Analysts David Cooperstein and Peter Burris.
Watch the on-demand webinar
Forrester Vice President and Group Director Sharyn Leaver illustrates what it means to be customer obsessed to CMOs and CIOs at Forrester's recent Forum. (03:10)

As your customers become more and more empowered, your company must focus on four market imperatives: