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In the Age of the Customer, we need to re-engineer our processes to transform marketing. From a supplier of leads for sales teams, to an architect of customer engagement throughout the customer life cycle.
We need to operate across sales and marketing silos. To go beyond portfolio-centric campaigns and to connect with our customers via engaging content throughout the entire life cycle.
This transformation might seem complex and challenging. But we will deconstruct this into smaller, more manageable changes. To succeed, Gore needs to embrace and master the following mindset shifts:
Product Value to Customer Outcomes
Be relevant to the customer. Find out what their pains, needs or aspirations are. Develop content that resonates with their roles and desired business outcome.
Campaigns to Engagement
Develop an engagement strategy to delivers memorable experiences, rather than simply push leads through a funnel.
Targeted to Personalized
Each customer is unique but they all expect experiences that are frictionless, anticipatory, and immersive.
Data-aware to Intelligence-driven
Transform customer-related data into actionable intelligence to drive performance and growth at scale.
Empathy to Trust
It is not enough to relate with customers. Trust needs to also be built though demonstration of Gore’s brand values.
Acquisition to Life Cycle
Don’t just focus on acquiring new customers. Expand efforts to manage the customer relationship across the whole life cycle.
Sales-aligned to Customer-aligned
It is not enough to simply measure the volume of leads. Sales and Marketing need to develop an engagement plan calibrated to the customer.
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