B2B Marketing Skills, Responsibilities and the Customer Journey

Requirement: An Insanely Great Team

The customer journey is one the most critical competitive elements in the B2B space. Unfortunately many are managed in uncoordinated bits and pieces.

To stay ahead, to deliver the value the next generation of technology is capable of providing, you need a dedicated and insanely great customer journey team.  You need a team whose job is delivering and continually innovating an end-to-end customer journey.

 So how are you doing?

Leaders are investing in multidisciplinary teams that are tasked specifically to design, manage and deliver a competitively differentiating customer journey. Teams with skills and capabilities aligned with the current and emerging technologies and methods. With those capabilities, they are creating a customer journey framework that is constantly reshaped and refined through continual learning and innovation.

The result? The bar for success has become much higher.

For you to lead the market in 2013 will require a team that has the responsibility to create a common vision and experience of the customer journey that flows easily and consistently from first awareness through the life-time of their use of your solution.

That journey has to be designed to deliver the right information and insight to the right customer at the right time through the right channel. It also has to gather, collect and deliver analytics and insight to people in your organization who can take action on it in real time.

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It’s a big job.

Your team will need to include user experience design and technical members who can weave the systems, processes, and analytics together to support real time interaction and insight. They need to have a full time senior level executive, a leader with technical, sales, support, business and marketing competencies. And they need to have continuously engaged members representing sales, operations, finance and administration, product management, marketing and support.

To succeed they need a supportive organizational environment. One that:

  • Rewards fast trial and error based innovation
  • Is willing to invest in emerging technologies, systems and methods
  • Supports them in continually innovating the delivery of customer value

Mike Connor, Principal, Spice Catalyst

Mike Connor


Mike is a recognized author, analyst, speaker and consultant in digital strategy, innovation, transformation, and leadership. He is the author of “Competing for the Digital Future | A Leadership Program for Digital Strategy and Transformation, and the book, “Creating Insanely Great Customers | Always On Innovation”. As a founder and principal of Spice Catalyst, Mike develops and leads digital strategy, transformation, and leadership training programs for entrepreneurs, executives, product and marketing managers.

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