Companies still miss the target by thinking of it as only about reaching short-term revenue objectives. They underestimate the potential that comes from building customer relationships.
It’s a process of:
⏩ Different teams working together across the organization - sales, marketing customer success, product teams – all becoming part of an extended customer team.
⏩ Partnering and aligning the marketing organization to sales and business go-to-market.
⏩ Doing the homework – insights are key. By listening to customers and learning from them, marketing needs to know as much about the customer as the sales team does to be recognized as a valued partner.
⏩ Ensuring that there is value in those customer interactions and that those are tailored to the person “on the other side of the table”.