HomeResearch Articles Gaining Clarity: Communications vs. the Demand Center

Gaining Clarity: Communications vs. the Demand Center

  • Although communications and demand center functions both often act as centralized shared services, they have different areas of focus
  • Marketing and communications leaders must ensure that both functions have clear charters that complement each other rather than create overlap
  • The area of content is a particularly contentious area, requiring clear and differentiated role definition for each function
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