Getting the cooperation and alignment of your sales, marketing, customer service and R&D staff will take time. It will be hard at first but success breeds success-- so start slowly, show results, gain buy-in and soon your less agile adopters will want to be part of the winning strategy.

1. IS YOUR CUSTOMER AT THE HEART OF
YOUR ORGANIZATION’S CULTURE?
P R E S E N T E D BY

2. THE CUSTOMER JOURNEY
. . . is inextricably linked to
the inner workings of your
organization.

3. A customer-centric organization always boils
down to one thing -- CULTURE
THE KEY PIECE OF THE PUZZLE

4. . . . Has direct impact on customer
experience and ultimately revenue.
BUT, it can be the biggest challenge to
overcome.
STATE OF CULTURE

5. SYMPTOM CHECKER
DOES YOUR ORGANIZATION
HAVE AN UNHEALTHY CULTURE?
SY M P TO M S T R E AT M E N T S
O w n e rs h i p m e n t a l i t y L e a d e rs h i p m a t u r i t y
D u e l i n g m e t r i c s S h a re d K P I s
S i l o e s Wo r k f l o w s
L e ga c y A g i l i t y
S h i ny p e n ny B e s t f i t
If you are experiencing one or more of these symptoms,
seek treatment immediately for the sake of your customer.

6. REMOVE THE WORD “OWNERS”
FROM ORG CHARTS
Promote an environment
that is leadership oriented.
Multiple people can
contribute leadership and it
will begin to soften the
political tone and tug of
war.
CUSTOMER IMPACT:
Studies validate that happy
employees have direct
impact on customer
perception and experience.

7. MARKETING V. SALES
A STORY OF DUELING
CONTENT KPIs
Meet Marketing Amy. She is
measured on generating
awareness through content, but
isn’t meeting her consumption
and amplification goals due to
high registration bounce.
Meet Sales Joe. His performance
is measured by the quality of his
leads, so he gates content with an
extensive registration form. He’s
happy with the small percent that
converts because he has deep
information on them.
Group success will boost future collaboration because teams can begin to
share in their achievements.
CUSTOMER IMPACT: Collaboration between sales and marketing will
improve the decision journey experience and accelerate the path to
purchase.

8. Siloes will not magically go away.
Become a workflow expert and develop
a MarketingOps mentality.
COPING WITH SILOES
CUSTOMER IMPACT: Organizational inefficiencies and a
lack of collective empathy become the customer’s problem
sooner or later.

9. THE CMO AND CIO FRENEMIES
If your hands have historically been
tied by IT, now is the time to forage a
strategic partnership.
The CIO knows that digitalization and
Big Data will continue to drive major
technology investments.
Form a “Legacy to Agility” strategy:
Work smarter, faster, together.
CUSTOMER IMPACT: They
expect the best and
same digital experience
regardless of device.

10. BEWARE OF THE SHINY PENNY
CUSTOMER IMPACT: The desired experience drives
technology decisions, not the other way around.
What is the optimal marketing tech
stack for you?
Be pragmatic. Gather requirements.
Evaluate for best fit.

11. Getting the cooperation and
alignment of your sales,
marketing, customer service
and IT will take time.
It will be hard at first but
success breeds success – so
start slowly, show results and
gain buy-in.
The ultimate winner will be
your customer.
IT TAKES TIME

12. RELATED RESOURCES
BLOGS
• Culture Shock: Reorganizing Your Marketing
Department
• Content: The Bridge for Uniting Sales and
Marketing
• The Word of the Day Is: Agile
THOUGHT LEADERSHIP
• Content Maturity Model (diagram)
• Cisco WOMMA Journey (preso)
• Alchemy of Content (ebook)

13. ComBlu provides content marketing strategy
and change management guidance and
governance to brands such as Cisco, Capital
One, VMware, Transunion, BMO Harris Bank
and others.
ABOUT COMBLU

14. Twitter.com/ComBlu
Contact us via phone or on the Web:
NEXT STEPS
ComBlu.com
ComBlu Lumenatti Blog
312-649-1687
Kevin Lynch
klynch@comblu.com
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