Customers as 'Assets': Speaking the C-Suite's Language

Customers as 'Assets': Speaking the C-Suite's Language

Marketing Strategy — Fri., Jul. 28, 2023

CMOs and directors in marketing must learn to speak in the language of the C-suite to gain credibility and resources. At the upcoming MarketingProfs B2B Forum, I have a presentation outlining approaches to do this. One way is to present marketing in terms of assets, such as customers.

Customers are a valuable asset, bringing revenue and profitability, valuable feedback, loyalty, and long-term relationships. Calculating the return on customer assets can help emphasize the financial impact customers have and secure more resources for marketing initiatives.

By aligning marketing language with the language of the C-suite, marketers can gain respect and secure resources. Investing in customer satisfaction, engagement, and loyalty unlocks the potential of this valuable asset and leads to long-term success.

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