Jayanth Krishnan shares a company article on a company on an improved metric, inspired by Jobs Theory, that addresses CLV’s limitations in addition to making growth and margin the lingua-franca of the whole organization. Abstract:  CLV is a sound quantitative metric provided the data fed to it has a sound basis in customer’s fundamental approach to making choices. CLV2.0 is a revised metric inspired by Jobs theory, that addresses CLV’s limitations in addition to making growth and margin the lingua-franca…

David Edelman shares an article that explains why sometimes waiting for perfect marketing data can stop progress in creating a better customer experience. As I work with more CMO’s who are wading into broader responsibilities for driving company-wide customer experience programs, I am finding that many are slowing down because they feel they lack good enough customer data.  As one expands from looking at mostly marketing data to taking a broader look across all customer touchpoints, especially those in call…

Robert Tas shares key tips on how to personalize the customer journey. Today we constantly see the importance of customer experience and personalization at the top of CMOs’ agendas; yet I am stunned by our lack of progress. In a recent study conducted by Pega and the CMO Council, Predicting Routes to Revenue, less than three percent of CMOs reported feeling comfortable with their impact on maximizing the lifetime value of the customer. A further 45 percent of CMOs said…

Sean McCoy shares an older but always relevant post on why marketing departments need to align marketing spend with direction.  The CFO says to the CMO, “Let’s boost marketing spend by 1% this month. Where should we spend it?” The ability to answer that question is true north for Marketing departments in B2C industries. With big data and analytics radically reshaping the marketing function, CMOs now have the power to answer the CFO’s question almost instantly down to the specific…