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Should our marketing team help define our customer strategy?

Don Peppers and Martha Rogers EXPERT RESPONSE FROM: Don Peppers and Martha Rogers

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QUESTION POSED ON: 20 December 2007
Should our marketing team be involved when defining and implementing a customer strategy? Why or why not?

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EXPERT RESPONSE
This is an organizational question for your firm, and the answer depends on how your company defines "marketing." We think marketing should involve everything customer-related, but there are many corporate organizations where sales, marketing and customer service are split into several different departments.

Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.


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