Summary
Customer obsession requires companies to put their customer at the center of leadership, strategy, and operations. For CMOs and other B2C marketers, this means that companies must bring the consumer’s voice, behaviors, and trends into the work that they do. But broadly and blindly inviting insights into the room can overwhelm the process and be counterproductive. This report gives B2C marketing executives a model for when and how to use consumer insights to make strategic marketing decisions.
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