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Customer & Marketing Strategy

Navigate your course

Stakeholder expectations for growth and profitability have increased while the global business environment grows more complex and fluid. In this environment, the influence and agenda of marketing executives have expanded, yet their organizational context has not fully caught up — they often have only indirect input on many of the critical customer and marketing-related decisions enterprises need to make. Navigating these tensions is what today's chief marketing officers (CMOs) face.

In fact, marketing executives have conflicting mandates. On one hand, they are asked to set the strategy for growth, build marketing capabilities, align the organization around customer experience, drive innovation, educate the organization about new digital, social and mobile channels and customer opportunities and bring the voice of the customer into the enterprise. But CMOs typically are also pressured to leverage new marketing-related technologies and demonstrate near-term impact and return. Balancing the long-term view in a short-term world — and often doing so globally — is no easy task for an executive.


How we can help

Monitor Deloitte's Customer and Marketing Strategy professionals work with marketing executives, particularly CMOs, to design and deliver customer and marketing-anchored change and growth in their enterprises. Our services center on three types of customer and marketing transformations: growth and marketing transformation, marketing analytics and operations transformation and customer experience and service transformation.

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Featured insights

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It’s the CMO’s job to lead the dismantling of silos that separate web, call centers, mobile and in-store channels to create the consistent, personalized experience that today's technology-empowered customers demand. This report from Deloitte and ExactTarget outlines expectations that today's CMOs should meet as they build customer-centric organizations.
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As adoption of digital media and devices surges, companies are investing billions of dollars in digital marketing. The rising importance of digital media, marketing and commerce is elevating the importance of the chief marketing officer (CMO) as strategist, innovator and buyer of advisory services and technology.

As used in this document, "Monitor Deloitte" means the Strategy practice of Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

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