Seems to me these days “Marketing” is being deconstructed into a bunch of pieces. When I was coming up through the ranks, Marketing included Customer Service plus all the stuff now called CRM, Customer Experience, and all the related ideas. The person in charge of Marketing was in charge of all these things. It made so much sense to manage a business this way, because to control your fate as a Marketer, you had to control or at least influence all the customer touchpoints. So why are these responsibilities being split off into little sub-cultures today?
The answer is they’re not really; that’s just the way it looks to me, because every industry I worked in for 25 years was rich with customer data and we used that data to prove why it made so much sense for Marketing to be in charge of all these aspects of the company interface with the customer. We proved time and time again that by exerting cross-silo influence where the customer was involved, Marketing could generate much improved profitability. Every Marketing program worked even harder towards generating profits when Marketing got all the silos aligned.
So I guess it just looks to me (and some other data-driven Marketing folks) like these functions are being split out of Marketing. The reality is that many companies never had any of these data-driven functions before, and when they start getting access to customer data, they created these areas as new entities. The question: why not create them under Marketing? This approach sure would have saved a lot of trouble in CRM, for example.
And I suspect the answer is the Marketing folks took one look at this new data-driven world with the associated need to have a basic understanding of technology issues, and said, “No thanks, I’ll stick to Advertising and PR”. And as Marketers let go of / failed to capture control of these key operational touchpoints with the customer, they essentially devolved Marketing from a strategic C-Level force into “MarCom”.
And that’s a real shame. This splintering of Marketing Management by technological issues is a waste of time at best and a long term problem at worst. Ultimately, after we go through all this CRM and Chief Experience Officer stuff and whatever else you want to call it (seems like a new name every day), people will realize that all of this belongs in Marketing. And then we’ll just need some brave Marketing folks who think they can handle it to step up to the plate and really make it work. If you’re a mid-level MarCom person and want to start preparing for this transition, start making some friends in Finance, Technology, and Customer Service. Find out what it is that keeps them awake at night, and think about how Marketing could help solve their problems.
And to jump-start your brain towards making Marketing decisions based on customer data rather than using nameless, faceless GRP’s, try taking a look at the business side of web analytics. You’ll be amazed at how much of it transfers directly to Data-based / CRM / Customer Experience Marketing. Why? Because the web analytics community has decided best practices require a cross-functional team approach with a focus on Customer Experience and a requirement to examine the Financial implications of actions taken. Web analytics teams are a functioning microcosm of what Marketing used to be, and what it should be in the future.