So, among the many initiatives that the marketing team takes on, what is the most important function that marketing leaders often overlook, but should perform for their organizations? I’m sure there are as many opinions on this as there are different marketing activities, but of the many ways to help drive an organization, I have seen the most impact when leaders embrace this simple imperative: Align the entire organization to who the buyer is and the problems your product solves for them.
As the legendary marketer, Peter Drucker, once said: “…the aim of marketing is to make selling superfluous…to know and understand the customer so well that the product or service fits him and sells itself.” The interesting thing about this statement is research shows:
“76% of marketers feel they know what their
customers want yet only 34% have asked customers”.¹
Research by Deloitte shows that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer. And while most organizations state in some form that they put the customer first, research by HubSpot shows 42% of companies don’t listen to their customers at all. When marketing leaders truly embrace this role of focusing on the buyer and deliver a clear picture of who the buyer is, specific to how each team needs to understand the customer, every part of the organization will see improved results.