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The Changing Role of Marketing in the Customer Experience Era
by Hank Barnes
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What does marketing mean to you? Some people have a limited view of marketing (e.g. marketing generates leads) others look at it more broadly (e.g. Marketing drives the strategy of the company by defining the brand promise and postioning that guide many other decisions. This view has a significant impact on the role marketing plays in your business.
In my past, I’ve held (and interviewed) for a number of different VP and other senior level marketing jobs. My discussions always started with understanding the view of marketing. If the company was looking for someone to improve lead generation and viewed marketing as a tactical activity that had to be done but little more, the conversation was very short. On the other hand, when the CEO and I talked about collaborating to bring the strategy and positioning of the company to life, I knew I was talking to the right type of company.
How does this relate to customer experience? Its critical. Recently, a couple of things really caught my eye.
Read the entire Hank Barnes article
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