Gartner Research

CMO Perspective: Three Steps to Customer Centricity

Published: 24 October 2017

ID: G00321789

Analyst(s): Christopher Ross


CMOs must make the shift to true customer centricity. Using Clayton Christensen's jobs-to-be-done approach as the backbone, this research helps CMOs focus on their most important customers, understand what they need and why, and align activities and messages to meet customer expectations.

Table Of Contents



  • Develop a Deeper Understanding of Customer Need
  • Step 1 — Focus on Core Customers
  • Step 2 — Know What You're Being Hired to Do
    • Customer Centricity Requires Contextual Awareness
    • Identify Customer Alternatives for Jobs
  • Step 3 — Stay Focused on the Job, Not the Features or Tasks

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Priority Actions for Your Peers

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