Strategic Customer Marketing for Revenue Growth
While the concept of marketing to customers has a long history, not many organizations have clearly defined a customer marketing strategy that aligns closely with the company's objectives for revenue and growth from the customer base. In an era where CEOs are reducing marketing budgets and expecting substantial revenue and growth from existing customers, a well-defined customer marketing strategy that prioritizes appropriate goals, customers, and initiatives becomes crucial for success.
The foundation of a robust customer marketing strategy consists of seven essential components, spanning three phases. These components aim to ensure that the strategy is rooted in addressing the most critical improvement opportunities and overcoming implementation challenges.