Drawing on her first-hand experience at top companies as diverse as Land’s End and Microsoft, Jeanne Bliss explains how the organizational complexities of leading enterprise wide change may be vastly different from current marketers’ responsibilities, and how to successfully make the transition.

In this session, she will provide the roadmap and overall view of the work that marketers are taking on when they accept or seek the role of enterprise leader for customers. Jeanne will introduce diagnostics to determine if the company’s core strengths, metrics and systems improve or harm customer relationships. She will help marketers to see how they may need to add to their core skill set to achieve success, and she will provide the organizational considerations and methodologies required to go from doing work down the marketing silo – to doing the work of herding cats across the organization.

Content will be customized specifically for the unique challenges of marketers in leading the customer mission, from Jeanne’s new book, Chief Customer Officer, in which she put down on paper her 25 years of experience driving the customer agenda inside 5 major US corporations.

The expanded role of marketing as leader in driving customer experience and customer profitability across the enterprise is rapidly becoming more common in organizations. Three audiences will benefit from how to take on and adapt successfully to these increased responsibilities:

1. Marketers whose CEO has asked them to expand their role beyond traditional marketing to include enterprise wide customer experience and customer profitability management,
2. Marketers whose roles have ‘morphed’ to take on this responsibility over the years,
3. And those Marketers who are making the strategic case that the business must expand their focus on customers and that they want to lead the charge.