As we enter a digital age of buyer empowerment and brand transparency, the need for all areas of a business to think “customer first” is becoming critical. This is no mean feat, but is a task that belongs to the CMO in many cases. This transformation is fraught with challenges. Every department needs to understand its role in relation to the customer, and will often want to take the “easy” option rather than the customer centric one. To do that, you will need to prove it. To be successfully focused on your customer, you will need to understand them intimately, and spread this intelligence throughout the business. How do you collect, curate, substantiate and share that insight, then ensure it is being applied? It’s no mean feat, but it is one we can achieve.