Developing Enterprisewide or Company Wide Marketing Orientation

Market or customer focused companies understand customers better and serve them better. Customer is the reason why there is a job for any person in an organization.

How can enterprisewide marketing orientation be developed?
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Market or customer focused companies understand customers better and serve them better. Customer is the reason why there is a job for any person in an organization.

How can enterprisewide marketing orientation be developed?

1. CEO behavior: The CEO is the chief customer officer. He has to demonstrate strong customer focus, convince his top management team to be customer focused individually, then communicate with his employees to show customer commitment.

2. Appointment of a marketing task force: Marketing is the sole responsibility of marketing department. Companies have to appoint a crossfunctional team to bring in companywide marketing involvement. Marketing plan is not the plan of marketing department, It is the plan of the company marketing team.

3. Learn from Others who developed marketing orientation: Engage consultants who had prior experience in this task.

4. Reward customer orientation: Reward people for their customer orientation. Identify metrics for measuring customer orientation.

5. Hire marketing experts: If needed, hire persons from marketing oriented companies.

6. Conduct training programs: Conduct marketing training programs. Provide knowledge. Explain the desired attitude. Give opportunity to people to do action. Let them serve customers or interact with customers with the newly acquired knowledge. Let the employee reflect on his behavior. Provide a mentor to help him reflect. Customer orientation becomes a skill when a person practices the indicated behavior, reflects on it and refines his behavior with his own insights aided to some extent by skilled mentors.

7. Practice companywide marketing planning systems: Employ a large number of persons in marketing planning.

8. Establish a marketing excellence recognition program for people in non-marketing functions.

9. Think of converting into a customer segment or market centered company.

10. Implement process organization.

References

Philip Kotler, Marketing Management, Prentice Hall, USA.

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