Mapping Competencies: Customer Marketing

January 1st, 2018

Lisa Nakano

With contributor:

Summary

A B2B customer marketing function can help to bring the organization’s message to life, highlighting the best aspects of the company and the benefits of its offerings throughout the postsale customer journey. Mapping the required competencies for a function enables an objective assessment of the team’s current state. In this report, we define basic, intermediate, and advanced competencies across five core disciplines of a customer marketing function.

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