Salesforce.com continues to impressively develop and articulate its vision. The company’s sky high marketing-budget-to-sales-revenue ratio (okay, I am jealous) may irritate investment analysts, but it does pay off in the form of compelling videos such as this one:

Regardless of whether you buy Salesforce’s version of the future, there is no doubt that now is the biz tech-enabled time to add genuine substance to your conventional “customer first” rhetoric and finally put the customer at the centre of your universe.

So few are doing it well, that superior customer management is a decisive differentiator in today’s ultra competitive universe full of commoditized products and services and brands that simply don’t have the appeal that brand owners think they do.

As customer management guru Bruce Temkin says “no matter how much money you spend on advertising, you can’t convince customers that you provide better experiences than you do”.

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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