Dell: Advancing Customer-Centric Marketing

January 1st, 2018

Summary

Historically, most B2B organizations have gone to market on a product‐by-product basis. But product‐focused marketing efforts are limited by their emphasis on features and functionality, and often fail to address underlying buyer needs. Dell has advanced significantly along their multi-year journey to further customer-centric marketing. Dell’s initial success with the Campaign Framework demonstrates the business benefits of adopting a customer-centric marketing approach.

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