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The Analytical Marketer
book

The Analytical Marketer

by Adele Sweetwood, Thomas H. Davenport
September 2016
Beginner to intermediate content levelBeginner to intermediate
208 pages
3h 50m
English
Harvard Business Review Press
Content preview from The Analytical Marketer

3

Realigning Your Structure

From Silos to Convergence

Once your people have started to change their mind-set, the next thing to change is how your organization is structured, both within the marketing group and in interactions with other departments. The traditional view of a linear relationship with the customer no longer works. Marketing, sales, and customer service departments each had their own relationship with that customer. But because of the explosion in the number of channels that we use to communicate with our customers, and our customers’ shifting expectations of how we interact with them, the old way of doing things isn't good enough anymore. Rather, we need to think about how we can conduct a far more cohesive conversation with our ...

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Publisher Resources

ISBN: 9781625278463