Sunday, 18 January 2009

Brand organisations that deliver joined-up brand experiences will win.

Key to delivering great brand experiences at all stages of the PDD framework is an organisation that is totally joined-up.

Brand Marketing, Sales and Customer Service departments need to have a strong relationship and an integrated process that ensures they work together.

Why is it that they often do not?

I have lost count of the number of times that I have worked with brand marketing people that do not involve sales in their brand experience planning. I have also worked with successful brand organisations that do.

It is hard to provide hard ROI evidence to show that one is better than the other, but the quality and innovation of the planing work produced is always much better when sales are involved.

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