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Dell: Advancing Customer-Centric Marketing

  • Historically, most b‐to‐b organizations have gone to market on a product‐by-product basis. But product‐focused marketing efforts are limited by their emphasis on features and functionality, and often fail to address underlying buyer needs
  • Dell has advanced significantly along their multi-year journey to further customer-centric marketing
  • Dell’s initial success with the Campaign Framework demonstrates the business benefits of adopting a customer-centric marketing approach
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