The role for marketing in business transformation and the ‘customer backwards’ approach

By Econsultancy January 23rd 2020 16:07

Content

The content of this briefing is reproduced from Econsultancy's Change Management for Marketers Best Practice Guide, published November 2019 and written by Neil Perkin. The report is designed to provide marketers with practical guidance and advice on how best to manage change in the context of rapidly shifting technology, consumer behaviour and market dynamics.

With so many organisations having embarked on digital transformation programmes, and with rapidly changing competitive environments, the need for marketers to understand how to manage change and complexity has never been greater.

This briefing will cover:

How marketing can be the ears and the voice of the customer
Adopting a customer-backwards approach
Digitally native vertical brands as case studies for a CX focus
Storytelling and business transformation

Explore the wider report for key principles and practical ideas across a broad set of areas including change vision and strategy, progress measures, skills, organisational culture and behaviour.

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