News
 Why
Marketers Are Out of Sync with Customers
Marketers aren’t entirely in sync with their
customers and lack a real connection to their
audience – what drives them to keep coming back,
what fuels their loyalty. A recent study by CMO
Council/NetLine reveals the reasons why this is so.
And it’s not pretty.
One of the main reasons why marketers have that
“disconnect” with their customers is because they
face big challenges in dealing with data and system
integration, with most saying that data and system
integration requirements are just too complex. The
findings show that a huge chunk of marketing
organizations do not have a model or profile of
their best customer prospects or opportunities, and
they have no formal system for tracking marketing’s
role in customer acquisition, retention and value
creation.
Other key findings:
• The study reveals that there is little customer
feedback – about three-quarters of respondents don’t
control or run a customer advisory board or council.
Nearly 75 percent of the survey’s respondents say
they don’t manage and interact with a formal online
community of users or buyers and over two-thirds did
not have a formal customer work-of-mouth program in
place.
• Nearly 30 percent of respondents say the CEO or
business unit heads influence or determine customer
segmentation and targeting, leaving marketing with
little control over this critical process.
• Marketers said they majority of customer
conversations and interactions are driven by the
sales organization, supporting sales’ often used
claim that “marketing does not know the customer.”
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