Marketing directors, managers, chief marketing officers are being asked more and more to support their firm’s customer-centric strategy with fewer resources. Companies like Henderson Robb are often called upon to act as a marketing resource to help solve this dilemma.

Our industry works with Marketing Resource Management to apply strategy, process automation and technology to play a successful role with our clients that find themselves in this situation.

Without the ability to effectively align the right resources (internal and external human and physical assets) it is much more challenging and certainly less effective to guide the customer-centric enterprise. Companies that are able to leverage internal and external marketing resources to support their strategies will achieve significantly higher returns on their programs through cost reduction and revenue enhancement (up to 20% according to some industry analysts).

CEO’s continue to challenge marketing to help guide the customer-centric company strategy by supporting more-informed and insightful customer communications across a more varied list of customer touch points (such as, customer support, branch/office/store, mobile sales, the internet, e-mail and channel partners.)

An outsource marketing resource is ideally positioned to support the marketing directors, managers and chief marketing officers for targeted customer communications. Working together through our client’s knowledge of the customer and our expertise in targeted customer communications our combined ability to support a firm’s customer-centric strategy is a natural fit for marketing manager and marketing, communications agency. We find that it is increasingly being recognized in most organizations.

Unfortunately many marketing-driven companies remain at loose ends when it comes to marketing accountability. Internal budget pressures, however, are forcing companies to re-examine their marketing spending, justify budgets and look closer at the performance of marketing. This pressure is felt to the greatest degree in finance. While marketing is expected to assist in driving the customer-centric strategy, the CFO is demanding more accountability. Our mandate as an outsourced marketing resource is to help the marketing director or CMO manage this double-edged sword and do more with less. Our Accountable Marketing™ process applies strategy, process automation and technology across the entire marketing function to help the marketing director or CMO support their customer centric strategy by improving efficiency and effectiveness.