With the outrageous number of issues to consider, the never-ending stream of things that can be optimized, and so on, being a modern marketers is like living the lyrics of the Beastie Boys song ‘No Sleep ‘Till Brooklyn’
Reliance on humans means the transformation team has to take extra care to ensure that everyone involved understands the overall picture and where every single element of the change fits into the bigger picture, that we’re all in one big boat together.
You might think your work is done at the purchase but, for the buyer, post-purchase implementation, support, and usage are all part of the experience they have with that product or service and impact whether they will buy again.
The historical duty of marketers has been to tell as many potential customers about the organization and its products/services as possible. Now, with all this talk of being customer-centric, marketers are being asked to make a 180° turn.
Buyers expect you to know their lives, their words because, really, if you don’t how can they trust you to deliver a product/service that meets their needs when it’s not at all clear that you understand them and their market?
Remember what happened to chauffeurs felt when people began driving themselves around. These days, a lot of businesses seem to be trying take advantage of the same thing happening with data analysis, mo