Effective marketing leaders of today are no longer aligning their department activities with business objectives, they’re charged with developing and driving the strategies to lead business growth. The line between marketing and strategy have disappeared in the consumer-driven “Age of Awareness” that denotes today.
Marketing strategists figured out that beating competition requires intimate and exact knowledge of customers’ needs and wants. This insight would ensure their strategies – the capabilities they invested in – would actually meet an intended customer need better than competitors. In effect, the customer-centric strategy emerged with purpose and thus, the need for a highly skilled customer-centric marketing team.