Byravee Iyer
May 16, 2013

Obsess over customers to create disruption: Forrester

GLOBAL - Customer-obsessed CMOs with free-flowing budgets are more likely to be disrupters in their markets, according to a Forrester Research study on identifying culture models that drive marketing innovation and business growth.

The Forrester Research cites Nestle as a good example of a customer-obsessed culture

Customer-obsessed CMOs are defined by their understanding of the lifestyle, needs and wants of their consumers. These are companies that build a culture that is inherently innovative and one that is fast-moving and consistently where consumers are going instead of where they are today, according to Forrester. These are most likely to be digitally driven companies with budgets always available to marketers. Forrester cites Nestle as an example, which moved from a pragmatist culture to a customer-obsessed...

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