Top-10 Marketing Processes for the 21st Century

There is growing evidence of a set of 10 high-value marketing processes that the marketing function of 21st-century-leading enterprises will have to master. The specific processes that will prove to be most valuable to an enterprise will vary, depending on the development stage of the marketing function, as well as the enterprise’s business model or vertical market. Listed in order of increasing sophistication and, hence, required mastery, these marketing processes are:
1. Marketing operations management
2. Marketing visibility, accountability and value measurement
3. Customer and market insight generation
4. Customer-value-based segmentation
5. Portfolio and capacity-based resource allocation
6. Product development and introduction
7. Customer-needs-based trigger identification
8. Orchestrated customization
9. Orchestrated cross-channel dialogues
10. Customer-value-based network management

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