- “The confused relationship between sales and marketing departments when it comes to delivering on true multi-channel customer experiences is hampering brands’ strategies, according to a report from the CMO Council, SAP Hybris and SellingPower magazine that was made available to Marketing Dive. Only 7% of sales leaders and 9% of CMOs view themselves as owners of the customer experience, the groups found.
- Delivering a multi-channel customer experience blurs the lines between sales and marketing relationships, with both groups understanding and cooperating on what’s needed to accomplish their goals but neither group wanting to take on the lead or the risks associated, the report said. Because neither group wants to claim a leadership role, this vital revenue-generating opportunity area is being left without oversight and collective direction.
- One issue is few sales or marketing leaders think they have the tools or technology to drive an organization-wide strategy. Thirty-five percent of sales execs and 38% of marketing execs said data and customer intelligence are limited to insights pulled from within sales or marketing. Fewer than 25% of sales leaders and 39% of marketers believe they have total access to a comprehensive customer view.”
Here, let me state it: in the B2B world, there is no way in hell that the Marketing function should own CX. It’s the Sales side, the Product Management side, and the Support side. No where does Marketing fit into this equation.
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