Lauren Turner, CustomerCentrx 8/31/26 You’re a CFO or CMO staring at a budget that needs to come down by $2 million. You have Demand Gen, Customer Marketing, Customer Success, Customer Advocacy, Community and Lifecycle Marketing all competing for resources. Every leader has a deck explaining why their function is strategically important. Everyone insists their work affects growth or retention. You need to make an actual decision. So you ask a perfectly reasonable question:

“With great power comes great responsibility.” Sure, Uncle Ben may have been addressing Peter Parker, but it’s also appropriate advice...

Hey look–Lauren’s giving us MORE work to do! Not really…keeping a pulse on your customers' career moves can significantly impact...

Customer marketing and advocacy, the “new kids in town” relative to other marketing functions like demand generation and brand, have...

In recent years, companies have increasingly hyper-focused on tying every activity to a specific revenue metric, believing that clear...