selecting the most effective communication channels;
building and maintaining brand equity;
supporting customer relationship development and management;
managing the holistic customer experience (across product, purchasing, and
after-purchase experiences); and
measuring company performance results and evaluating progress.
demand creation and demand fulfillment.
Modern Marketing is the hub of the organization
. Certainly, one of marketing's most fundamental functions is to make customers aware
of and to communicate the value of the company's offerings. The sales teams then take that
momentum and move customers through the funnel to purchase. Sales and marketing folks
should work together in a feedback loop—whereby marketing provides important information
about target markets to help sales better connect with customers; likewise, sales can provide
marketing with frontline information from the customers themselves—this could be captured in the
form of qualitative data (informal discussions) or in a more quantitative version from the customer
relations management system (e.g., SalesForce).
. Fundamentally, supply chain management is the act of ensuring product is
available to meet customer demand. Given that a primary marketing function is connecting
customers with products, you can see that there's a logical relationship between these two
business units. If marketing engages in a media push or new campaign to ramp up sales, the
organization needs to be ready to provide product to eager customers. Therefore, it's essential
that these two groups have a close partnership.
There are several important ways that marketing and IT fit together. The first is around
marketing's traditional function of content and messaging—this ties into website and mobile
management (including e-commerce). Today, if marketing and IT aren't working together to
produce digital experiences that enhance customer experience and facilitate key business
outcomes, there's likely to be a huge breakdown. The second way that IT and marketing work
together relates to data management. With the proliferation of big data and data-driven marketing
(more on this in an upcoming lesson), there's a significant demand on IT to support the technical
infrastructure needed for data capture, storage, and access.
Good customer service (CS) is a critical component of overall customer
experience. Businesses that have direct customer service functions (e.g., aftermarket support)
should pair CS with marketing to ensure CS is executing on the customer experience strategy
(usually managed by marketing). Likewise, CS is an important resource for understanding the
customer, which marketing can use to calibrate messaging and other aspects of customer
communications and interactions.
Marketing plays a significant role in informing new product development; because
marketers are customer focused, they can provide developers with valuable market and product
information during the idea-generation phase of R&D. Likewise, as a new product moves through
the development life cycle, marketing will help calibrate the offering through concept and product
testing, packaging refinement, and product line fit. In addition, marketing will provide other
customer and market receptivity assessments that ensure the product will be successfully