Marketing’s most important role in driving digital growth is through insights from a consumer perspective about the opportunities and threats that the organization faces. One way to do that is with a sharp view of where a company is winning or losing in the consumer decision journey. Marketing should be the agent or catalyst for cross-functional coordination in the organization to capitalize on where you’ve got real opportunities and help mitigate the challenges.
Marketing can also complement that role with a customer-based performance scorecard that is part of the ongoing planning and performance management of the company. I’m not talking about customer satisfaction. I’m talking about real revenue and even P&Ls by customer segment. In a consumer context, it’s what I call the “Monday morning sales meeting.” In the old days, you would talk about how we did by store and region and category. Now, marketing can also tell you how we did by customer segment so that we understand which things are going well or not going well through a customer lens and can be much more granular about reallocating our marketing and other resources.
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