Becoming customer-centric: A tale of a NextGen MO organization
Contributor Debbie Qaqish describes the structure of a company taking marketing operations to the next level.
In last month’s article, I introduced an updated marketing operations (MO) maturity model defining the five stages of maturity: Unaware, Efficient, Effective, Customer-centric and NextGen.
The last two stages of maturity — Customer-centric and NextGen — are particularly important as marketing takes on the massive responsibility of helping the company pivot to a customer-centric strategy. B2B marketers are really struggling to operationalize customer-centricity.
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