During the past 10 years, Marketing technology (“Martech”) applications have become numerous; so numerous that the “Martech 5000” now comprises 7000+ entrants. Dr. Philip Kotler of Northwestern University defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at profit.” Are marketers at risk of focusing so much on the mechanization of the process such that the actual art of the discipline – the craft – is lost along the way?
Today Customer Success has become an essential focus in all subscription economy businesses, and thus a crucial part of any Land & Expand strategy. However, despite considerable hype on this topic, the strategic, tactical and operational elements are still not quite in place in most companies.
I believe there are three crucial gaps that CEOs and management teams need to fill – particularly in companies that have a strong or exclusive focus on enterprise customers.