Insider Knowledge – Episode 4 with David Finch, MD of Purple Frog

The reality is marketers have to be able to engage customers authentically, personally, and at scale. The marketing group is no longer a humble ancillary to the sales department.

Listen to David Finch; Managing Director Purple Frog talk more about the importance of strategy and the right marketing message to improve the customer experience.

Marketing and sales efforts should be based on market realities, not a design from marketing that assumes a perfect world or one that solely accounts for the internal interests and agenda of the brand. Sharing of data needs to be dynamic and multifaceted.

Marketing must accumulate the data needed to answer the right questions and to be effective with the product offer. While sales is a proxy for the voice of the customer, the customer lives and interacts with the brand in an omnichannel world where data jumps among many different touch points and engagement channels.

Direct sales data is crucial, but so is data from digital channels, such as online expressions of demands and preferences and interactions on social and mobile platforms, which can affect how organizations gauge advertising effectiveness, customer service and finance practices.