Beyond the 4 Ps: The 5 Ts of Marketing Operations

CMOs of global companies are confronted with unparalleled challenges and opportunities. These include:

  • Marketing Accountability: It is no secret that CEOs are demanding greater ROI on their marketing investments. Consequently many CMOs are driving initiatives to make the marketing function more accountable and measurable.
  • Globalization: Serving global markets necessitates that marketing coordinate campaigns across continents to leverage cost and synchronize messaging, however campaigns must also meet local needs and norms.
  • Complex Consumer Expectations: Consumers have become increasingly vigilant about … Read more →

Customer Experience Management Prevents Hassles

One out of two companies (44%) acknowledge that high-profile negative customer experiences have at some time compromised their brand, yet only 29% have high ability to handle and resolve customer complaints.

1 Do you proactively embrace customers' constructive feedback? While surveys have long been in place for most companies, only 31% of marketing executives report that their company takes customer listening seriously, and just 38% of companies are gathering customer insight from customer engagement situations.2 Many customer satisfaction managers emphasize the positive and de-emphasize the negative responses. A lack of processes and comfort levels for digesting and acting on constructive feedback can leave a company vulnerable to severe consequences.

Make it safe … Read more →