How to Become Customer-Centric in a Product-Centric World Workshop Overview

How to Become Customer-Centric in a Product-Centric World Workshop Overview

The customer experience depends on many variables, and it is also becoming the driving force for B2B businesses. Marketers are beginning to leverage the customer experience as a key difference maker to stay ahead of the game. As Jerry Gregoire, former CIO of Dell stated, “The customer experience is the next competitive battleground. It’s where business is going to be won or lost.”. The customer experience has become one of the major challenges all marketers are facing, and we can’t ignore this any longer. For that same reason, we have decided to help the world become more customer centric.


Many people we talk with agree with a customer-centric strategy, but have difficulties operationalizing this strategy. So we started a three-part digital workshop, “How to Adopt Customer Centricity in a Product-Centric World” led by Dr. Debbie Qaqish, our Chief Strategy Officer to help marketers make customer centricity a reality.


In this three-part hands-on digital workshop, we guided the participants through the steps needed to practically adopt customer centricity and become customer centric. This was not a sit-back-and-listen type of workshop; the participants received a workbook to actively begin building their own steps to implement customer centricity across their organization.


By the end of the workshop, the participants had a documented draft plan that included:

  • How to approach your leadership for this shift
  • Barriers and accelerators listed specific to your organization
  • Strategies for implementing across people, process and technology


Session 1: Outline Your Plan

In session one of the workshop held on January 29th we built our initial plan.

Dr. Qaqish began to outline what a structured plan would look like for marketers. She included the following initial points for strategic change management:

Create an elevator pitch about your initiative

  • An elevator pitch is a statement that everyone on your team can explain and recite that states the why behind your motives. We must reframe our focus through the lens of the customer; we can now create the connected experience our customers expect.

Identify three clear goals that support your initiative

  • Now you need to articulate how you are going to accomplish this initiative. Everything we do begins with the customer, not with us and not with our products.  By reframing our focus through the lens of the customer, we can now create the connected experience our customers expect.

Identify your key stakeholders

  • Contributor – Directly and actively contributes to the initiative.
  • Influencer – Roles that may contribute indirectly but can influence the initiative.
  • Gatekeeper – Roles that may present barriers to the initiative.
  • Reaper – Roles that may not contribute but will reap the benefits of this initiative.

Craft an internal communications plan

  • Communication is the number one predictor of the success for any change initiative. This outline should include the following communication characteristics: Intent, Topic, Cadence, Source, Target Audience, Flow, Channels, Content Type, Call-To-Action, Measurement, Resources Required


Session 2: Operationalize Your Plan: Strategy, Process, People

At the Pedowitz Group, we’ve identified six major controls to help marketers operationalize customer centricity: strategy, content, people, process, technology, and results. You will use every one of these six controls to set your own unique path and pace for transforming marketing from product-centric to customer-centric. We call these controls the Revenue Marketing 6 (or RM6) and use them as the key drivers to help marketers become customer-centric, while also meeting their business goals. On February 19th, Debbie hosted session two of the workshop: Operationalize Strategy, Process and People, the first three controls needed for revenue marketing transformation.


The Strategy control relates to the larger strategy of your company, the state of readiness for change and the degree of sales and marketing alignment. The People control addresses people in marketing, people aligned to marketing and the organizational structure around people. In nearly every transformation effort, however, Process is the first control to be evaluated and addressed.


Session 3: Operationalize Your Plan: Technology, Data, Results

After you have created your plan for strategy, process and people, you must operationalize the last three controls needed for revenue marketing transformation: Technology, Data and Results. Debbie during session three showed the participants how this is possible and what steps need to be taken in order to do so.


Debbie started off the workshop by asking the audience “What Kind of Datanista are you?”. Debbie broke down 4 types of Datanistas:

  • The Blissfully Ignorant
  • The Data Bug
  • The Triple D
  • The Psychic


The Blissfully Ignorant Datanista would rather stand in a cold shower tearing up $100 dollar bills than even thinking about data. The Data Bug Datanista can be heard saying “OMG, who knew data could help me do my job better”. The Triple-D Datanista can be heard saying – “Who knew with data came so much power?”, this Datanista lives, breathes, eats and sleeps data and is often referred to as a data scientist. The ultimate Datanista persona – the Psychic, can be heard saying “I now have a seat and a voice at the table.”


Technology is the catalyst that begins an organization’s Revenue Marketing Journey.  Elements in the Technology control include technology awareness, revenue marketing architecture, planning and selection of tools, vendor management and technology adoption. We evaluate customer focus through effective Persona and Buying Journey Management, a clearly defined Customer Engagement lifecycle, sophisticated Content Operations, and a process to manage all the rich customer intelligence that you gather through digital marketing. Measuring the impact, you are having on the business is the intent of implementing a Revenue Marketing strategy. Revenue marketers seek delivery of ROI and the ability to forecast their impact on revenue. They work to make key metrics available 24 hours a day, 7 days a week and want to create a marketing machine that drives repeatable, predictable and scalable revenue impact.


You can view the workshop recording here and download the PowerPoint deck here to listen to and read at your leisure to fine-tune your action plan.


About The Pedowitz Group (TPG)
The Pedowitz Group (TPG) is a Revenue Marketing™ company headquartered near Atlanta, Ga. We help our clients change marketing from a cost center to a revenue center. Regardless of where you may be on your Revenue Marketing Journey™, we provide solutions, services and expertise that will get you to the next level and beyond.

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  • Posted by The Pedowitz Group (TPG)
  • On 03/13/2019

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