June 12, 2023

Better Customer Marketing with Cross-Organization Collaboration

Question: Who's responsible for customer marketing?

Answer: Everyone.

When attracting new leads is challenging, companies need to engage, educate, and inspire existing customers.

But it's not something handled by marketing, sales, customer success, product development, or customer service.

It's a job and mandate that involves multiple departments.

It's not a siloed activity but something that requires collaboration, information sharing, and a customer-centric view of the world.


Creating assets: Marketing is responsible for developing various assets such as newsletters, blog posts, videos, and other forms of content. These assets are designed to inform and help customers extract more value from the product or service.

Providing information: The marketing department needs to gather insights and data about customer preferences, pain points, and behaviors. This information helps in developing targeted marketing campaigns and strategies to engage and retain customers.


Prospect intelligence: The sales team plays a key role in understanding the thoughts, feelings, and intentions of prospects. They interact directly with potential customers, conducting sales meetings, demos, and discussions to identify their needs, preferences, and motivations.

Gathering feedback: Salespeople gather valuable feedback from prospects, including objections, concerns, and reasons for not purchasing. This feedback helps refine marketing messages and strategies to address customer needs effectively.

Customer Success:

Understanding product usage: The customer success team focuses on understanding how customers actually use the product or service. They monitor customer interactions, track usage patterns, and gather feedback to gain insights into customer experiences.

Identifying preferences and dislikes: By closely working with customers, customer success representatives can identify what customers like or dislike about the product. This information helps in tailoring marketing efforts and product enhancements to meet customer expectations.


Prioritizing customer-driven improvements: The product development team must prioritize their efforts based on customer needs and demands. They gather feedback from multiple sources, including sales, customer success, and customer service, to identify features and enhancements that customers want or require.

Aligning with customer expectations: By incorporating customer feedback into the product roadmap, the product team ensures that their developments align with customer expectations and deliver value. This customer-centric approach enhances the effectiveness of customer marketing initiatives.

Customer Service:

Identifying common questions and problems: Customer service representatives interact with customers on a regular basis, helping them resolve issues and answering their queries. They identify common questions, concerns, and problems that customers face, providing valuable insights for improving customer marketing efforts.

Enhancing customer experience: Customer service teams have a deep understanding of customer pain points and can provide suggestions for improving the overall customer experience. Their input helps shape customer marketing strategies aimed at addressing common issues and enhancing satisfaction.

By collaborating and sharing information across these departments, companies can create a holistic customer marketing approach that leverages the strengths of each team and delivers a seamless customer experience.

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