Marketing Generics Application Note:

The Marketing Discussion with a Customer

One of the recurring issues in B2B Sales and Marketing is ‘who owns the customer?’ and therefore ‘who should be talking to the customer?’  Is it Sales, and only Sales - after all, normally Sales ‘own’ the customer?  Or can and should Marketing also be able to talk to customers, and if so, under what circumstances?  This Marketing Application Note explains how the circumstances under which marketing can and indeed should legitimately have a discussion with the customer or client. 


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Keywords: Discovery, who owns the customer?, Positioning, perceptions, sales, Commercial discussion, Marketing discussion,