Marketing: the conscience of business?

While you may hope everyone in your organisation is focused on growth and shareholder value, who is responsible for ensuring your organisation is ethically, socially and environmentally responsible? You may think corporate affairs. But there is a strong case for marketing leading this role. Find out why in a Golden Minute.


If your organisation is focused on shareholder value, who focuses on customer value?
Sales? Customer Service? Marketing?
Delivering shareholder value requires delivering customer value to more people more often.
But marketing can, and should be, the voice of the customer.
In fact marketing can be the customer conscience of the organisation.
Ensuring the brand and the organisation doesn’t just meet customer expectations but exceeds it.
So while the business focus on shareholder value, marketing can be the conscience of the organisation meeting and delivering customer values.