A blueprint for change
Unless the marketing team becomes data-driven in terms of measuring and managing its own performance, it cannot create the credibility to influence the culture of its business.
Championing a culture of cross-functional working, marketing needs to focus objectives on customer experience and delivery. Customer metrics become standard across the business as each function understands how to use these to help drive improved business performance.
Once customer metrics become standard across the business, its culture will unconsciously ‘bend’ around the customer. In this shape, customer and organisation engage authentically and honestly, and the business listens at least as much as it broadcasts.