PHOTO:
Manuel Nägeli
I m passionate about the marketing-led customer experience (MLCX) and have written extensively about why now is the time for marketers to lead CX. Marketers own more of the customer journey, invest more heavily in technology, and have a deeper understanding of the customer than any other business unit, and this has given them the wherewithal to elevate and orchestrate CX throughout the entire B2B organization.
But while MLCX is a powerful movement, it isn t always easy for marketers to translate it into reality. When the destination is this ambitious, it can be hard to know where to begin.
PHOTO:
Jonathan Hoxmark
Companies across all industries are navigating fundamental changes to their business models. There is perhaps no better example of this than in the high-tech and software sector, which continues to transform from traditional on-premises product licenses to a cloud-based subscription service model.
This shift is beneficial for both customers and vendors. For enterprise customers, a subscription model allows for faster response to changing conditions and needs, reduces internal support requirements and lowers up front capital investment. For high-tech and software companies, it creates a more stable revenue stream and, if managed well, with low churn rates, unlocks revenue growth from existing customers â as opposed to relying primarily on new customer acquisition. Research byPacific Crest Securities found that it is nine times cheaper for software-as-a-service (SaaS) providers to retain existing customers and four times cheaper to upsell existing cust