CMOs must make the shift to true customer centricity. Using Clayton Christensen's jobs-to-be-done approach as the backbone, this research helps CMOs focus on their most important customers, understand what they need and why, and align activities and messages to meet customer expectations.
- Develop a Deeper Understanding of Customer Need
- Step 1 — Focus on Core Customers
- Step 2 — Know What You're Being Hired to Do
- Customer Centricity Requires Contextual Awareness
- Identify Customer Alternatives for Jobs
- Step 3 — Stay Focused on the Job, Not the Features or Tasks
What You Need to Do
- Do This First
- Priority Actions for You
- Priority Actions for Your Team
- Priority Actions for Your Peers
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