Why Digital Marketing Transformation is Important

Gavin Heaton

Founder
Disruptors Co

Gavin is the Founder of Disruptors Co, one of Australia’s leading independent strategy and innovation companies. Gavin advises firms on strategy, marketing, product development and innovation. He is also a member of the Orbits program, the influencer network of award winning analyst and advisory firm, Constellation Research. Gavin advises boards and leadership on innovation strategy, marketing, data-driven product development and corporate venturing. Gavin is on the board of Vibewire, a youth-led social enterprise based in Sydney, Australia and on the Technology Advisory Group for Good2Give – the workplace giving platform. ...

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I recently spent time with IBM travelling as part of their IBM Connect conference series in Auckland, Sydney and Melbourne. At each location, I hosted a panel discussion that centred on the “voice of the customer” – drawing out the experience and knowledge of panels that included ADMA’s CEO, Jodie Sangster, CIO of Tennis Australia, Samir Mahir, City of Melbourne’s Executive Manager, Commercial and Marketing, Lucan Creamer, Think Global Research’s Mark Tyler, and Twitter’s Head of Data Sales, Fred Funke.

I spent a few minutes with the IBM team to share my thoughts on why digital marketing transformation is important – and how you can use the “Marketing PANDA” to focus your efforts around customer centricity.

Getting the Swing of Microsoft Sway

Alan Lepofsky

Vice President & Principal Analyst
Constellation Research

Alan Lepofsky - VP and Principal Analyst, Constellation Research. With almost two decades of experience in the collaboration software industry, Lepofsky helps organizations improve the way their employees work together to get their jobs done. Lepofsky’s primary research area The Future of Work, focuses on: integrating collaboration and business processes (Purposeful Collaboration), structuring work via Social Task Management, leveraging analytics and digital assistants to work more productively, the strategic impact of mobile computing on business transformation, and measuring workforce culture based on Digital Proficiency instead of age. Twitter: @alanlepoLinkedIn: https://ca.linkedin.com/in/alanlepo     , Title: Big IdeasIntelligent Collaboration: The Intersection of…...

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Below is an embedded Microsoft Sway. To view the entire thing, you will need to place your mouse over the Sway and then scroll down. (it's a bit confusing at first)

Event Report - Alteryx Inspire - Positive Growth on Product, Go to Market and Customers

Holger Mueller

Vice President and Principal Analyst
Constellation Research

Holger Mueller is VP and Principal Analyst for Constellation Research for the fundamental enablers of the cloud, IaaS, PaaS and next generation Applications, with forays up the tech stack into BigData and Analytics, HR Tech, and sometimes SaaS. Holger provides strategy and counsel to key clients, including Chief Information Officers, Chief Technology Officers, Chief Product Officers, Chief HR Officers, investment analysts, venture capitalists, sell-side firms, and technology buyers.  Coverage Areas: Future of Work Tech Optimization & Innovation  Background: Before joining Constellation Research, Mueller was VP of Products for NorthgateArinso, a KKR company. There, he led the transformation of products to the cloud and laid the foundation for new Business Process as a…...

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We had the opportunity to attend Alteryx user conference this week in Boston, held at the Westin hotel (, which did not win a prize for its elevator service). The conference was well attended with 850+ attendees, coming from all over the world. The vendor is growing fast e g. grew live customers by 50%, and so all the positive energy of growth was at the conference – customers, prospects, partners and employees are all energized.

 

So here are my top 3 takeaways from the event:

Good Housekeeping – A year ago when Alteryx had their user conference in San Diego (it will be back there in 2016), I had the time to sit down to learn and use the product, something analysts seldom find the time to do. And while the product had very powerful capabilities, it felt like having a little aging user experience and seemed like built together quickly, with some inconsistencies in the UI. But the user community was happy back then (as now) with the product, more importantly though Alteryx has listened and there are improvements in the 9.5 product and more coming in 10 (shipping later this year). The UI is re-done, naming improved, tools harmonized, menus made consistent, performance improved – all key new qualities of upcoming versions. And customers will benefit from them, especially given the Alteryx business model (see below).

 

CEO Stoecker on Analytics Independence

 

Analytic Independence – a blessing or a misnomer? – The conference ran all under the motto of analytical independence, something biding well to Boston as a location with Tea Party and other history etc. something both CEO Stoecker and COO Mathew used in their keynotes as themes. But what Alteryx really does well and is used for is data prep and data automation. Getting data from a variety of sources collected, exported, transformed, enriched and fed to target systems is the forte of Alteryx. As such the vendor has done well partnering with the leading visualization front end vendors Tableau and Qlik. But all of this does not have a ‘true’ analytics aspect (see my view here), the closest to this happening is modelling analytical insights with R, the most popular analytical language these days. And Alteryx does well here with R support, working closely with Spark and enabling SparkR as new capability at the conference. What Alteryx enables is the freedom to get data fed to models, and build these models if you like, so more about data modelling and prep freedom than analytics. Regardless, something all enterprises need and Alteryx makes a big difference for customers in regards of these vital steps. All customers we spoke to on and off the record see huge productivity gains in their BI operations, something key for enterprises today. As business accelerates, insights need to accelerate and Alteryx is a vital tool for enterprises to achieve that.
 

 

 

COO Mathews on Predictive Visualizations

A unique go to markeb – Alteryx follows the ‘land fast – then expand’ model, which means downloading the product is free and easy, in the following weeks Alteryx Sales will catch up with the customer to turn the ‘free’ trial into revenue. It was great to learn that Alteryx has improved that model even further, realizing how vital the first 5 minutes after the download are for further commercial success. There the ‘housekeeping’ improvements mentioned above will help significantly. And having widely available documentation, how tos, training available is crucial, too. It looks like Alteryx has gotten the model right as the number of customers has grown by 50% in the last 12 months. Probably the only path for a smaller vendor to gain market share quickly, and we applaud Alteryx for the guts and the improvement and operation of the model. Viral, self-service selling tis the future of enterprise software sales, avoiding lengthy RfP cycles, throwing ‘bodies in planes’ etc. The future user / decision maker wants to see, touch use the prospective software quickly and make the buying decision on their own.

 

New Visualizations coming in Alteryx 10

 

MyPOV

Good progress by Alteryx on product capabilities, the upcoming release 10 has key improvements. Also good to see that the vendor has perfected the light weight, even viral go to market approach.

On the concern side it is clear that Alteryx banks on the ‘keep data in place’ approach (vs moving it all) – it is too early to call what approach will win in the market place in the long run.

A neutral area right now is that Alteryx has ‘lost’ the desktop at approx. 50% of their customers to partners Tableau and Qlik – if Alteryx can keep the mix there and be successful on strengthening its front end tools (in the plans), all is good. If the desktop market share falls further it risks to be relegated to a powerful ‘backend tool’.

But for now its good news for Alteryx customers, as the vendor is pushing the envelope further in data prep and ‘true’ analytics.

Find more coverage on the Constellation Research website here.

And some key tweets from Day #1 of Inspire15:

 

And a Meerkat capture of the Day #1 and #2 Keynotes by CEO Stoecker and COO Mathews - check out my colleagues Doug Henschen and my takeaways at the end of the Day #2 keynote capture: 

 

 

 

2012, 2013, 2014 & 2015 (C) Holger Mueller - All Rights Reserved

IBM isn’t about dark suits and starched shirts anymore: focused on providing tailored customer experience

pending

Guy Courtin was formerly Vice President and Principal Analyst at Constellation Research covering Matrix Commerce and how the Internet of Things drives the evolution of commerce.  Guy has over 15 years experience in the technology space and specifically in the supply chain space. Most recently he was the Vice President of Research at SCM World. Where he focused on the service providers that empowered supply chains. Prior to SCM World, Guy held numerous senior positions. He was responsible for product marketing at RSi, a retail supply chain solution provider. There managed RSi’s go to market strategy around their leading cloud based supply chain solutions. He also spear headed Progress Software’s supply chain group. Where he was responsible for driving revenue and market share as well…...

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Beginning of last week I was in San Diego for IBM’s Amplify customer and partner conference. While I have been fortunate to have had traveled to some interesting places in our world, this was the first time I had been to San Diego. One of those oddities of my travel. It certainly did not disappoint, unfortunately I was not able to visit any of the beaches nor were the Padres in town. But I digress.

IBM had over 3700 attendees and large number of their partners in attendance at Amplify 2015. Not surprising for a company of IBM’s stature. The show kicked off with Alex Banayan, Author; Venture Associate with Alsop Louie Partners on stage followed by Deepak Advani the General Manager for IBM Commerce. Nothing of great notice other than the fact this is IBM and you had a millennial hosting and IBMers presenting wearing denim rather than the pin strip blue suits and starched white shirts! But this contrast is not lost on what IBM is looking to do with retail and eCommerce. From main stage the message was clear – we are here to empower our clients to provide their customers with an experience that is second to none. IBM is gambling that their wide breadth of offerings, from software to services all tied back to powerful analytics powered by…you guessed it…Watson is a winning formula. A timely message for a market that is ripe for new business models for addressing customer demand and desire. Hardly a gamble, but more a sound strategy to gain market share within retail.

So how is IBM ready to provide the framework necessary to meet this growing need? Deepak outlined 6 pillars that IBM is building their solution around. They are split between customer engagement and partners & suppliers. Around customer engagement they are:

• Marketing
• eCommerce merchandising
• Customer analytics

Focusing on the partners & suppliers portion, IBM is focused on following three areas:

• Procurement
• Payment
• Integration B2B

Deepak and IBM are betting on the belief that these areas of focus will allow them to provide retailers, and really anyone in the commerce supply chain, the framework to address many of their business issues as well as allow for new business models. These pillars allow IBM to leverage their large portfolio of products and more importantly – services – in a well-articulated offering.

The one area that is lacking is with regards the retail execution and fulfillment portion. An aspect of the commerce supply chain that during my numerous hallway and formal conversations was not lost on both IBM executives as well as customers. It will be something to watch as they have a partnership with the likes of JDA and Pitney Bowes that should address this gap in the their offering. In the long term it will be interesting to see how these partnerships evolve. Does IBM stand to lose some control of their relationships with certain opportunities if they cannot also offer these execution and fulfillment offerings from their own suite? How could this impact both their sales forces and those of their partners, aka who will lead in certain deals? What happens if an implementation of the solution does not live up to expectations, which side will shoulder the responsibility?

Clearly IBM is not shy about partnering to augment their offerings or fill in gaps. They announced during the event a partnership with Facebook, which coupled with the partnerships with Apple and Twitter, demonstrate that IBM is not averse about pulling a wide variety of players into their ecosystem. These partnerships are cleaner since for the most part they are to provide IBM with some powerful and rich data sources to feed their growing analytics machine. When it comes to filling out the pillars Deepak mentioned, in the long run will IBM want to have the remaining pillars to be IBM blue or can partnerships suffice?

Tagged: Commerce, IBM, IBM Amplified, Retail, Supply Chain

2015 Teradata Influencer Summit

Vice President and Principal Analyst, Constellation Research
Constellation Research

Role: Vice President and Principal Analyst focusing on the IOT of Customer Experience and how the cloud is driving more flexible, agile, and robust customer service and customer experiences. In-app or in device customer service is the future. Coverage Areas: Next Generation Customer, Digital Marketing Transformation Bio: As a Vice President and Principal Analyst at Constellation Research, Inc, Petouhoff works with Fortune 100 and 500’s Senior Leadership teams to create strategic customer experience (marketing, sales and service) solutions which engage customers, build brands and grow businesses. Combining her experience as a former Forrester software analyst, PWC systems integrator and change management consultant, Petouhoff leads executive workshops to discuss to not only…...

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One of the best ways to really try to keep up with everything that is happening in the digital space is to attend conferences. It’s difficult to attend them all, but it’s important to try to attend as many as you can so you are up to speed. The Teradata Influencer Summit will cover Teradata products and services updates and customer presentations.

In addition, topics will range from Big Data, UDA to Aster strategy and customer successes. As big data is becoming an integral part of Marketing, Sales and Customer Service and especially Customer Success Management, it’s important to connect the dots between how data is gathered, sorted, stored, retrieved, used and how it can be applied to business use cases. I’ll be attending as an industry analyst. Look forward to seeing you there!

@drnatalie, VP and Principal Analyst, Covering Marketing, Sales and Customer Service and Customer Success Management Using Big Data to Deliver Amazing Customer Experiences.

Are You Going to LiNC 2015 Conference?

Vice President and Principal Analyst, Constellation Research
Constellation Research

Role: Vice President and Principal Analyst focusing on the IOT of Customer Experience and how the cloud is driving more flexible, agile, and robust customer service and customer experiences. In-app or in device customer service is the future. Coverage Areas: Next Generation Customer, Digital Marketing Transformation Bio: As a Vice President and Principal Analyst at Constellation Research, Inc, Petouhoff works with Fortune 100 and 500’s Senior Leadership teams to create strategic customer experience (marketing, sales and service) solutions which engage customers, build brands and grow businesses. Combining her experience as a former Forrester software analyst, PWC systems integrator and change management consultant, Petouhoff leads executive workshops to discuss to not only…...

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LiNC features a lineup of leading global brands, top industry analysts, thought-leaders and business visionaries. You will be inspired by the best and brightest in business. There are workshops, certification & social strategy sessions with world-class, subject matter and experts. You can even connect with industry peers to share insights and ideas.

In terms of certifications there are a number of them. Some are already sold out want so you’ll want to check them out right away. Lithium’s new Moderation Certification was developed using Lithium’s own moderation model. This certification for individual moderators, moderation teams, community managers, and community stakeholders interested in understanding community dynamics and learning best practices to improve the tone, quality, and management of community content. The program covers:

• Characteristics of an effective moderator and the overarching goals of moderation
• Public and private community documents, including Terms of Service and Moderator Guidelines
• Maintaining a positive atmosphere though engagement with users
• Identifying and interacting with different types of community members
• Identifying and handling violations using the Five Levels of Moderation.

The Social Response Certification course is designed for social media professionals to advance their skills while developing a roadmap based on their specific business objectives for their implementation of social technology. This new certification is built around the latest Lithium Social Web technology, and it is filled with practical examples showing best-in-class integrations with the entire Lithium platform. Participants will come away with an actionable plan for high-scale, efficient customer engagement and response. Graduates gain the following professional benefits:

Tactical Mastery

• How to best engage with customers on the social web to build brand advocates
• What monitoring tools can and cannot accomplish
• Techniques to improve social agents’ performance
• An understanding of recent trends in social behaviors

ROI Connection

• How to optimize ROI for customer care teams; from call deflection to cost per resolution and the value of the solution created
• Identification and success measurement in the context of those objective

And the conference will start out with some Digital Leaders in Customer Experience

These will be companies like Brooks Running, Comcast, Google & Telstra. You will learn how four radically different brands are embracing digital to exceed customer expectations, create new market opportunities and transform their business. Senior executives from Brooks Running, Comcast, Google and Telstra will share their approach to digital, business outcomes and their aspirations for the future. Join us for these four company vignettes that show how these digital disruptors are achieving success and leading their industries into a new era of customer experience. Here’s who will be presenting… Loree Draude, Google — Monty Hamilton, Telstra — Tom Karinshak, Comcast — Heather Snavely, Brooks Running

The sessions at the conference will cover a wide range of topics including, Strategy, Execution, Results, Developers, Community Management, Social Experts, Mastering Metrics, Gamification, and an Unconference.

I’ll be there attending as an analyst. Hope to see you there!
@drnatalie VP and Principal Analyst Covering Marketing, Sales and Customer Service To Deliver Great Customer Experiences

Disrupting Digital Business: The Customer Experience Imperative

Vice President and Principal Analyst, Constellation Research
Constellation Research

Role: Vice President and Principal Analyst focusing on the IOT of Customer Experience and how the cloud is driving more flexible, agile, and robust customer service and customer experiences. In-app or in device customer service is the future. Coverage Areas: Next Generation Customer, Digital Marketing Transformation Bio: As a Vice President and Principal Analyst at Constellation Research, Inc, Petouhoff works with Fortune 100 and 500’s Senior Leadership teams to create strategic customer experience (marketing, sales and service) solutions which engage customers, build brands and grow businesses. Combining her experience as a former Forrester software analyst, PWC systems integrator and change management consultant, Petouhoff leads executive workshops to discuss to not only…...

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As digital business is emerging, it’s disrupting business. What does that mean? It means that how you do business must change. And it’s not just adding a Twitter feed or creating a Facebook page. It’s much more than that. It really means that you have to look at how you are doing business – your processes, your policies, your departments, your people, your technology and make major changes. I can remember when organization change management first became a discipline. But back then there were so many that pushed it aside, crossed it off their to do list and basically thought it was “Kumbaya” and the “soft stuff you can’t measure.” Which quadrant is your business in?

Well guess what? Organizational Change is back and here to stay. Because that is what is at the root of digital business. It really means you have to change your organization! Some ways to think about this are what we call the 9 C’s and Customer Engagement Optimization.

Our research shows there are 9 C’s of Customer Engagement:

1. Culture
2. Community
3. Credibility
4. Channels
5. Content
6. Cadence
7. Context
8. Catalysts and
9. Currency

Digital Business Disruption Starts with People-Centric Values

You need to understand culture, community, and credibility. This means that you need to start with Customer Engagement Optimization. How do you make sure you understand your prospects and customers?  Where does listening play a role? Do you have a process to listen to what your employees as well as what your customers think about the company, its products and services? If not, start here.

Digital Business Disruption Is About Communication

You need to understand how channels, content, and cadence of the content on the channels work with each other. So once  we understand the people centric values, how do we engage? What are effective models to connect? Organizations need to transform the way that they interact with their customers – online and offline. What’s the best way to start doing this? Do you just jump into the online conversations? Is it even the right channel?  What content makes sense? How often do you reach out? Are your customers and prospects responding?

Digital Business Disruption Is About Right Time Drivers 

This is where context, catalyst, and currency play a role in enabling engagement optimization. You might ask yourself, “What can you do to make sure your interactions remain relevant? How do you deliver compelling offers that influence a call to action?  What’s required to build sustainable engagement.”

Digital Business Disruption Is About Actionable Insights/Intelligence

Once you have some sense about what customers are talking about – to each other, to your company, to your competitors, how do you deliver an end-to-end actionable intelligence where the workforce is optimized to respond or hear about the issues or kudos? What should be measured?  How do you focus in on the right metrics that matter?

Digital Business Disruption Is About Journey Mapping to Make Improvements

Businesses must realize there is a real need for continuous improvement and optimization. It’s not a one time – take a look at things, change a few of them and then you are done. Nope. It’s about continuous, measurable change. Questions for an organization might be, “How do you improve enterprise processes with the information you learn from this collective solution that is giving you all this actionable intelligence? What organizational issues can this bring about? Is this an easy process? Do people need special skills to collaborate cross-functionally? How do you take where ever you are in the process and manage and enrich these customer interactions? How do you start, how to do improve and how do you maintain this process over time?”

Digital Business Disruption Is About Developing A Customer Engagement Optimization Culture

I can tell you from being a management consultant and having worked in many companies, nothing is going to change unless there is true and authentic leadership that is dedicated to making this types of changes. Senior leadership involvement on a day-to-day business required for success in transforming the company culture. Questions for an organization might be along these lines, “Who should drive the initiatives?  What’s required to build a culture of customer engagement? What kind of training is required? What kind of skill sets?”

Digital Business Disruption Is About Doing So Via Digital Transformation

What this means is that there is the need to change your business model. What business are you really in? Are you selling printers or customer experiences? The shift to digital business changes not only business models but also how companies engage with their customers. And you have to know what business you are in to do this.

Learn more about digital business disruption, with Ray Wang and myself in a webinar, May 26th at 11 AM PST.

MY POV: Most business are not prepared for what it takes to make the shift to a digital business. Where do you think you stand with respect to your business’s readiness for change?

@drnatalie, VP and Principal Analyst, Constellation Research, Covering Marketing, Sales and Customer Service to Deliver Amazing Customer Experiences

What Is a “Fully Engaged Customer”?

Vice President and Principal Analyst, Constellation Research
Constellation Research

Role: Vice President and Principal Analyst focusing on the IOT of Customer Experience and how the cloud is driving more flexible, agile, and robust customer service and customer experiences. In-app or in device customer service is the future. Coverage Areas: Next Generation Customer, Digital Marketing Transformation Bio: As a Vice President and Principal Analyst at Constellation Research, Inc, Petouhoff works with Fortune 100 and 500’s Senior Leadership teams to create strategic customer experience (marketing, sales and service) solutions which engage customers, build brands and grow businesses. Combining her experience as a former Forrester software analyst, PWC systems integrator and change management consultant, Petouhoff leads executive workshops to discuss to not only…...

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What Is a “fully engaged customer”? That’s a very good question! Some of the answer depends on who you ask.  Marketing has one opinion, Sales, generally another, and then Customer Service might have an altogether different opinion. 

My POV:

Adjust your perception. If a customer is talking to you – whether online or in-person, there’s engagement. If they are sharing a compliant, don’t see it as a compliant. See a compliant as an opportunity to understand, from their point of view, what’s working and what’s not working. Then you will be able to help them with relevant information in the context of their experience. That’s engagement.

Make sure if you are in sales,  you are listening online to what customers are saying about the products and service that you offer. Listen to what they say about your competitors. Why? because customers, whether B2B or B2C are talking to each other about your product and services (and your competitors) and you need to know what they think before you try to sell them something. And if there’s something that’s really not working about your product or service, you need to communicate that back into the organization so the issues can get handled.

If you are in marketing, you will also want to be listening to customer conversations. You’ll not only find what is relevant to them, but be able to take that information and use to to craft your marketing messages and in messaging, you’ll be able to combat sales objections, product questions, and really be of service with your content. That will make you relevant in your customer’s eyes and entice them to be fully engaged.

Here’s where you can find more information on what a fully engaged customer is from some of the top experts in the world:

@drnatalie VP and Principal Analyst, Constellation Research

Covering Marketing, Sales and Customer Service to Deliver Great Customer Experiences

Customer Experience: How Marketing, Sales and Customer Service Drive Customer Loyalty

Vice President and Principal Analyst, Constellation Research
Constellation Research

Role: Vice President and Principal Analyst focusing on the IOT of Customer Experience and how the cloud is driving more flexible, agile, and robust customer service and customer experiences. In-app or in device customer service is the future. Coverage Areas: Next Generation Customer, Digital Marketing Transformation Bio: As a Vice President and Principal Analyst at Constellation Research, Inc, Petouhoff works with Fortune 100 and 500’s Senior Leadership teams to create strategic customer experience (marketing, sales and service) solutions which engage customers, build brands and grow businesses. Combining her experience as a former Forrester software analyst, PWC systems integrator and change management consultant, Petouhoff leads executive workshops to discuss to not only…...

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Customer Service is Where the Rubber Meets the Road

Henry Ford, an innovator in personal transportation said, “A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large.” Nearly a century later, the number one reason a customer recommends a business to another customer is still outstanding service. Some things never change and they never will. But it’s up to brands and the senior leadership team to truly embrace this and support it with resources: people, process, strategy and technology. The right technology with the wrong strategy, only means you will be doing the wrong things, faster.

While delivering superior customer service has continued to be a key differentiator for companies, some things have changed forever. Today there are more channels, devices, and technologies. Customers’ behaviors have changed and so have their expectations. To win business and your customers’ loyalty, you have to deliver a modern service experience.

Marketing Maybe Bring You Customers, But Sales and Customer Service Keep Them

If no one knows about your product or service, no one is going to buy it. Marketing is very important to get the word out and make sure your customer acquisition is high. The content for marketing is one of the most important aspects on marketing, especially in the digital era. People do a ton of research on products and services online before they buy – either online or in a store. So making sure you are reaching your key target audience is key — but so is making sure your content is relevant, humanized (doesn’t sound like boring, corporate speak), authentic and genuine is key to getting or keeping the attention of our attention deficient audiences that are so prevalent today.

Is your marketing modern? Have you changed your marketing practices? Are you listening to what customers are saying? Often times creatives struggle with how to come up with new “catch phrases” or how to describe a new product or service. It doesn’t have to be difficult. Often listening to online conversations (just like many companies held in-person focus groups) you will understand more about the customers you are targeting and be able to kraft messages that are truly meaningful. And you’ll want to use analytics in your marketing to make sure you are targeting the best audience with the right messages at the right time. And then there’s channels and distribution of content on those channels. Marketers have more to do today than ever.

Sales Is Dependent on Both Marketing and Customer Service

Often customers read what’s posted in social networks about a product (think product review sites) or posts about how they have been treated as well as garner insights and research from respected analysts, journalists and bloggers.

Most information that decision makers collect and act on comes from their network. People—not databases or reports—form the primary source of information they use to formulate and validate decisions. And today’s personal network extends far beyond just the people they talk to in person. It reaches out to hundreds and even thousands of people, in nanoseconds, via social networks. And that’s in part, why it’s important to make sure your Marketing Content and Customer Service are aligned with your Sales initiatives.

My POV:

It’s all about being in-tune with the customer and seeing the entire experience from sales, marketing, and service as a complete customer experience journey. Here’s a short video and my point of view on this topic of how intertwined marketing, sales and customer service really are. It’s time CEO’s put their foot down and demand that these three functional areas stop thinking of themselves as independent departments, but rather focus on how they can work together to make the best possible customer experiences:

What’s your take on intertwined marketing, sales and customer service?

@drnatalie

VP and Principal Analyst, Constellation Research

Covering Marketing, Sales and Customer Service to Deliver Great Customer Experiences