Marketers’ tectonic shift toward customer experience is having a ripple effect on roles within the marketing department. Over the past 12–18 months, [inlinetweet prefix=”” tweeter=”” suffix=””]61% of marketers say they’ve become more focused on evolving from a traditional marketing structure to roles aligned with a customer journey strategy[/inlinetweet]. Recent years have introduced a slew of new positions, ranging from “customer experience analyst” to “lifecycle marketing manager.”
[inlinetweet prefix=”” tweeter=”” suffix=””]Fifty-nine percent of marketing leaders say that traditional marketing roles limit their ability to engage customers.[/inlinetweet] Top marketing teams are more apt to recognize this need for organizational change, and are 2.2x more likely to feel limited by traditional roles.
Beyond influencing changes within marketing, customer journey strategies are upending marketing’s role in the broader business. [inlinetweet prefix=”” tweeter=”” suffix=””]Sixty-four percent of marketing leaders believe customer journey strategies require organizational shifts [/inlinetweet]— for example, redefining how sales, service, and marketing teams work together.
High performers are happier with the level of collaboration between their marketing team and other departments. They’re likewise 3x more likely than underperformers to extensively use CRM tools.
While 73% of marketers with a CRM system use it for a shared customer view between their service and sales teams, more than a quarter don’t — creating a rift in how those teams view their customer data, and ultimately hindering their ability to drive a cohesive customer journey across departments.
Since a company’s brand is often defined as “the sum of all conversations” happening, the role of service in branding cannot be overstated. Most service professionals, in fact, feel that service has the largest impact on how customers perceive their brand.* Regardless of whether marketing agrees with that sentiment, the takeaway is that brand reputation depends on collaboration between these departments.
Thanks to the boom in social media, 65% of marketers agree that customers broadcast positive experiences more publicly than they did five years ago (and 61% say the same about negative experiences). To accommodate changing customer behaviors, 64% of marketing teams work in tandem with service to manage social inquiries and issues.