There’s great power in seeking to truly understand our customers. And putting people at the center of our marketing efforts begins with empathy. Empathy in this sense means knowing more about our customers and their needs and expectations so we can best serve them. It means making sure that we have the appropriate context and perspective into their world, so we meet them with the right approach, the right personalization to show them that empathy.
It’s easy to lose sight of this. As marketing executives, we tend to spend our days looking at spreadsheets, flowcharts, click-throughs, and magic quadrants. But it’s important to keep our focus on the people behind the stats and empower our organizations with that same mindset. As customer expectations of brands evolve, the role of the CMO must change as well. Marketing executives should now think of themselves as the “Chief Customer Love Officer” of their organizations.
As marketers, we must also meet the customer at the places they care about. This isn’t just about how we talk to customers through advertising and content experiences on our website. We must also align with product teams to ensure that what we are building and selling is meaningful to our customers. Marketing teams need insight, speed, and collaborative innovation. They need to take action at unprecedented rates to land communications and campaigns that resonate in the moment. Yet in this new world of work, the old ways of working don’t serve marketers — and won’t help them best serve customers. Once believed to be a bastion of strength solely displayed by software development, agility is now a requirement for modern marketing organizations as well.
Smartsheet satisfied customer is the best business plan
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