All companies want to be "consumer orientated" but what does that mean?
30 September 2010
In order to be consumer oriented CMO's need to make sure that they are driving 3 key components, according to Stefan Michel, the opening speaker at the European CMO Conference.
1. Robust intelligence gathering, or consumer insights
2. Encouraging intelligence sharing through out the company
3. Significant market response to what is being delivered
If one of the components is missing than the two other are not relevant. You need all three in order to be truly consumer relevant.