Best Practice Report

Establishing A Customer Marketing Charter

April 6th, 2020

Summary

Lack of clarity on the role of the customer marketing function leads to friction with adjacent functions and a suboptimal customer experience. Organizations may underutilize their customer marketing function if its mission is over-rotated toward just one area of the customer experience. A customer marketing charter shows how the function adds value when it focuses on post-sale engagement to drive voice-of-the-customer, loyalty, and advocacy efforts.

In a B2B organization, having stakeholders in multiple adjacent functions without alignment on roles and accountability can cause friction and inefficiency. This is a common challenge for the customer marketing function, which shares skill sets, structure, and allegiance with various functions and roles. In this report, we describe the key components of a customer marketing charter that aligns the organization on this team’s role in customer engagement.

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