Customer Experience

Should CMOs own product development?

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Marketers often talk about the distinction between consumer and B2B marketing when it comes to tactics and strategy, as well as individual background.

StartUP Product‘s insight:

A very different perspective coming out of Australia!


CMO = Chief Marketing Officer

CPO = Chief Product Officer

CBO = Chief Brand Officer

  • leaders on both sides of the fence usually share a history of roles in product management and marketing.
  • As the voice and direct link to the customer, CMOs are in a unique position to also help craft products that meet those customer needs in a responsive way
  • all CMOs must be integral to product design
  • CMO should have a seat at the top table as one of the development team
  • marketing chiefs should be the voice of the customer and be responsible for defining the customer archetypes and then synchronising the brand experience across digital, social, marketing, online, mobile and product
  • Making sure you have products that are measured upon customer experience – VPs responsible for customer experience, customer feedback and business intelligence reported to the CMO.
  • experience in product management has given her the tools to take a holistic view at the software-as-a-service collaboration provider
“Without the pillars of product marketing, program development, digital, pricing and product management and development, I wouldn’t be as successful,” she claimed.

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Your Product: Describe vs. Discover

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Joe Kraus Blog

Read it here:

StartUP Product‘s insight:

Key takeaways that product marketing, content strategists, customer experience and product narration experts know:

1. Your customers cannot digest the full scope of your product in one shot.

2. A. divide your product into one (maximum two) features/benefits you describe and

B. let the user discover the remaining beauty and scope and breadth of your product.

3. Before you launch your product, ideally before you even start developing your product, ask yourself the question,

“what’s the one benefit we’re going to describe?”

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7 Unexpected Things I Discovered About Customer Experiences

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If you’re new to the field of customer experience management, what would you expect? Read on to see what surprised Selwa Lukoskie in her first experiences in writing about CX.

StartUP Product‘s insight:

customer experience (CX)

CX is a multifaceted discipline. CX – like UX and customer service – is actually an entire discipline, equipped with scientific research, data, metrics, experts, thought leaders, etc.

“According to Harley Manning, vice president and research director at Forrester Research, customer experience is:

how customers perceive their interactions with a company along each step of a customer journey, from discovery, to purchase and use, to getting service.”

“A company may perceive to have given a good overall customer experience, but that’s only one side of the equation. A customer’s perception is what really matters. No matter what kind of experience you think you gave a customer, they may have perceived something entirely different. This makes the definition of CX – and its metrics – not just multifaceted, but also ambiguous.”

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