The Emerging Role of the Reputation Program Architect

B2B organizations are moving rapidly from product-centric to audience-centric marketing campaigns. The reputation program family is critical to campaign success, but too many B2B organizations find it challenging to include a properly designed reputation program in the campaign mix. However, without reputation tactics, campaigns will never rise to their highest value and most effective level. In this report, we introduce and define the emerging role of the reputation program architect, who plays a critical part in designing reputation tactics for marketing campaigns.