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.