To drive growth, marketing leaders need to become unifiers and work collaboratively with diverse areas of the company, from sales and product innovation to finance, technology, and HR.
Having a customer centric mindset is not just an idea. To be able to meet customers’ needs, create value, and deliver competitive advantage, marketing leaders need to overcome the complexity and scale efforts to achieve customer centricity.
It's about ROI. Improvements in data analytics are making it both possible and necessary for marketers to deliver value across all channels, yet everyone needs to operate as if the money they are spending is their own.
More useful reading to enhance the marketing value.