Embrace Next Generation Skills; Measure What Matters; Walk A Mile In Your Customers Shoes
In a recent post, I urged CEOs to view marketing as a strategic partner, the glue that binds the different parts of an organization together to deliver a consistent, cross-channel consumer experience. A 2012 report from Forrester and Heidrick & Struggles concluded that marketing is “moving from the outskirts to the core of the enterprise” in helping leadership teams develop and implement customer-centric strategies. In other words, marketing must become a force for visualizing and evangelizing the future.
I must have touched a nerve as there have been over 130 comments so far. Some observers thoughtfully pointed out that, if CEOs embrace the idea of marketing as a strategic partner, they will soon see what’s missing from marketing’s ability to deliver on that promise.
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