Top 5 Trends for CMOs: Growing Customer Power

by Lilia Shirman on August 13, 2012

in Customer relationships,Marketing,Sales Tips

“We’re not in control. The Customer is.”
– Lorraine Twohill, VP Global Marketing, Google

We’ve talked here in our blog and in my book about the concept of collaborating with customers as the means to engage the more empowered buyer.  The mindset that customers have greater control than ever was clearly evident among the CMOs on a recent Churchill Club panel.

When asked whether his organization was “marketing-led,” “engineering-led,” or “sales-led,” Jonathan Becher, CMO at SAP, answered, “There’s only one kind of “led” – customer led.”  He described that at the last SAP conference, the decision about which topics to include was “crowd sourced from the customer.”

Nora Denzel,  Senior VP, Big Data, Social Design and Marketing at Intuit provided more examples of how Intuit is sharing the reigns with its customers: Intuit’s CEO meets with customers each quarter before speaking to his staff at the ops reviews.   Intuit has “outsourced product management and marketing to the customer.”  That’s because Intuit’s new product features get exposed to customer in a web sand-box, and their viability is determined based on actual customer usage.  Anne Globe of DreamWorks agreed that today there’s an opportunity for the customer to “take you in a different direction than what you planned” when you designed your marketing campaign.

Bottom Line:  2.0 didn’t just change the technologies we use to communicate, collaborate, and sell.  It has completely transformed customer mindsets.  Buyers in both B2B and B2C markets expect greater corporate transparency and increased influence over what is sold to them, where and how.  They also exercise greater collective and individual power in the marketplace.  Companies that can redefine their customer relationships from one of buyer-seller to that of a team collaborating to discover, learn, design solutions, and maximize their usefulness will command greater loyalty.

 

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