The Customer Experience Imperative

amp8220You can no longer treat the customer experience in a siloamp8221 Tas points out amp8220Companies need to go end to end with the customer experience But itamp8217s challenging to connect with people on the front end and get things done on the back end Most companies werenamp8217t designed that way Without that end experience Iamp8217m probably not going to engage with your brand in the futureamp8221Tas discusses Pegasystemsamp8217 digitalfirst approach collaborating with sales and IT and moreQ You have acknowledged that many leading BtoB companies are applying the marketing lessons of their BtoC counterparts to gain a competitive advantage Which lessons have you adapted for your businessA Iamp8217ve worked on both sides of the house Most recently at JPMorgan Chase I helped the company build much of its digital marketing capabilities When I joined Pegasystems in 2014 I immediately started building out a digitalfirst approach to our marketing We wanted to go where our customers are going Iamp8217m also focused on how weamp8217re presenting our content much like consumer brands Weamp8217re no longer focusing our efforts on developing 30page whitepapers Instead weamp8217re creating twominute videos content snippets infographics amp8212 digestible information that allows our target customers and prospects to engage with us and helps them in their buying process Iamp8217ve tried to ensure that our communication strategies reflect the digital world we live in today The creative we develop for a digital ad a mobile device social media a print implementation television or even events needs to be unique thought through clearly and presented in the most appropriate way Storytelling is more important today than itamp8217s ever beenQ What are some of the challenges youamp8217ve had to overcome from both an internal and external perspectiveA Organizational alignment is a challenge As the marketing department evolves I think thereamp8217s a blurring of the lines in terms of who does what At Pegasystems I realigned my marketing department around key personas that were important to our business And I told my team they have the power to drive decisions and bring in functional shared services to help them One of my goals is to be a lot more customercentric Another is to move faster and take advantage of expertise in search engine marketing social media content development video production and other key areas My team is learning how to operate differently than they have in the pastQ How has your marketing team maintained a successful collaboration with sales and ITA One of the reasons I joined Pega was that I was given a seat at the Csuite table My drive is for marketing to be the growth engine of the company which it hasnamp8217t been in the past I spend a lot of time building relationships with sales and IT and educating them on my vision and strategic plan Itamp8217s a rigorous continuous effort In fact Iamp8217d say 50 percent of my job is evangelizing what marketing is doing and what weamp8217re capable of doing Weamp8217re really transparent in our efforts to drive the companyamp8217s growth Weamp8217ve also done some really interesting things on the technology side as weamp8217ve integrated our marketing stack with our sales automation stack This has created better linkage so that when I run a campaign our sales organization can immediately track engagement metrics to see whoamp8217s interested in our products We learn from each other and make better decisions along the way We also have a quarterly planning process with sales and we constantly share our plans our outcomes and our opportunities At the end of the day as I always tell my team my job is to drive revenue Thatamp8217s the ultimate metric to which weamp8217re held accountableQ Youamp8217re a big proponent of testandlearn How did you get your team to embrace that philosophyA In todayamp8217s world we have the ability to try things before we scale them My team has taken full advantage of that Data doesnamp8217t lie itamp8217s a great normalizer that allows us to make more informed decisions When I joined Pegasystems I spent the first six months building a testandlearn infrastructure investing in it and getting my team to buy into it And our campaign results speak for themselves When Iamp8217m able to double my web traffic in six months double my engagement metrics and increase organic search that gets people on board We aspire to do better and betterThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom MyersBizNet Inc management or associated bloggers

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The Customer Experience Imperative

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