Centralizing Customer Insight
Do you have low utilization of customer feedback; lack of systematic collection of sales insight about the prospect/customer base; lack a better socialization of customer dynamics?
A significant issue with market intelligence is that it has numerous customers, and as such, tends to be both unfocused and reactionary. Enter product marketing, with a charge to spend significant time studying both market and channel requirements on how products should be introduced, how the demand creation process can be accelerated and how the “voice of the customer” can be integrated into an all-too-often inward-looking product development process. As a result, I believe organizations can garner the greatest market intelligence contribution through projects commissioned by product marketing; as such, it should emerge as market intelligence's key customer, perhaps even assuming day-to-day responsibility for it.
