Set Your Organization Up For Success
- Executing, measuring and optimizing people-based marketing initiatives requires breaking down silos between departments and organizing along the customer journey so that marketing, sales, and service can work together.
- Listen to your customers and be agile enough to act on their feedback. You may need to call on outside expertise, especially if you run an established company, to make that happen.
“Most companies are not built to be agile. That’s going to be key. Working on organizational change management is the overriding capability that makes it possible.”
To succeed in today’s competitive climate, brands must create seamless, personalized customer experiences. People-based marketing can help make this goal a reality. But first, companies need to set themselves up to measure the entire consumer journey and execute on those insights. “In a typical organization, marketing, sales, and service operate as siloed departments that, for political or other reasons, don’t communicate with each other, and their back-end systems don’t talk to each other,” says Natalie Petouhoff, vice president and program executive at Salesforce.