October 31, 2008
Customer Data, Client Advocacy Functions Generally Reside Outside Marketing
Functions designed to best understand the customer, namely customer data and client advocacy, are typically located outside Marketing, according to the 2007 Beyond The Collateral research. The study found this to be the case in all firms, regardless of firm size.
If not Marketing, who is responsible? The majority of respondents from the largest ($50B+ AUM) firms reported that CRM and client advocacy functions reside in the sales department. Feel free to comment below–and watch for next Friday’s release of more exhibits from the 2007 study.
