October 24, 2008
What Do Financial Marketing Organizations Do?
The second exhibit to be released from the 2007 Beyond The Collateral research answers the question: What Do Financial Marketing Organizations Do?
As shown above, financial marketing today embraces the right and largely ignores the left side of the marketing brain. Respondents overwhelmingly report that their current marketing organizations are responsible for promotions, sales support, value-added programs and advertising—right-brain marketing. On the other hand, many of the business functions including client data management, CRM, client advocacy, product development and product management (left-brain marketing) are typically not part of Marketing.
In fact, as firms become larger and too often de-centralized, less of these functions reside in Marketing.
As announced last week, we’re posting exhibits from the 2007 study to the site every Friday–see you next week.
