No single organization owns the intense competitive battlefield we call customer experience.
Though marketing is best equipped to take the lead in competing on experience, it also requires the intense cooperation of other business functions such as sales and service. Another marketing led example is lead generation, which is dramatically changing as marketers go deeper into the sales funnel (territory once solely owned by sales).
As marketers take on digital commerce responsibilities and even grab their own P&L their accountability grows. But as HSBC’s Chris Clark says “you can’t win a football game with an entire team of running backs.” Clark’s sentiment is joined by John Dragoon (CMO of Houghton Mifflin Harcout): who says, “I’m less interested in having marketing teams take personal credit for what they do and more interested in creating an environment where we achieve the top line together.”
Take responsibility for outcomes, but cross the finish line and share the spotlight as a team with the functions you depend on for overall success. You’ll thank yourself later (so will your CEO).
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