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Should our marketing team help define our customer strategy?

Experts Don Peppers and Martha Rogers answer a question about whether or not marketing should have a role in defining and implementing a customer strategy.

Should our marketing team be involved when defining and implementing a customer strategy? Why or why not?
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.
This was last published in December 2007

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