Aberdeen Report: Creating A Customer Centric Marketing Organization

Marketing executives face a constant stream of pressures—pressure to accommodate customers, business pressure from executives to meet corporate goals, and pressure for virtuosity in performing key marketing functions. In addition, there is increasing uncertainty stemming from converging sales, marketing, and distribution channels. These pressures to find the smoothest path to the bottom line, and utilize the technologies that best integrate all the customer data collected at each point and channel of customer interaction, are omnipresent for organizations of all sizes, revenues and industries.

KEY BUSINESS FINDINGS

In a recent study published by Aberdeen Group, findings revealed that creating a customer-centric marketing organization provides significantly higher return on marketing investment (ROMI) and has become a driving imperative for chief marketing officers. Five hundred companies were surveyed to gain insight into how organizations enhance customer relationships and grow revenues through marketing initiatives.

The research revealed that best-in-class marketers consistently demonstrate higher performance across KEY business and marketing metrics, they also measure specific metrics that directly link marketing efforts and overall business goals.

Sample of the findings:

Fifty-percent of small and mid-market enterprises lead in capturing 70% of current customer profiles

50% have centralized customer knowledge and data management processes in place

Customer data is utilized to perform customer profitability modeling at rates significantly above average – 41% versus 33%

According to Aberdeen, technologies that will yield best-in-class results must enable integration of data and enhance sophistication of marketing processes in order to add value.

Download the FREE Aberdeen Study Creating a Customer-Centric Marketing Organization.