CMO’s: Add ‘Currency Management Officer’ to Your Duties [PODCAST]

For most companies today, customers are viewed within the context of the organization’s functions and products. The brand or product marketing department discusses the customer from a need or attitudinal standpoint. The finance department views the customer from a risk or value perspective. The direct marketing department evaluates the customer based on demographics or behavior. The result of these differing perspectives is a fractured and inaccurate view of the company’s customers.

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