Marketers entering new areas, whether it's a new position or market, must first learn about customers and their stories, says James Thomas, who went from being an Allocadia customer to its chief marketing officer. "[I]n my first days on the job, I listened to a sales call every day to understand how our customers feel," Thomas says in this interview. "[I]f you don't understand who your customers are, why they're working with you, and what problems they need help solving, you're really missing out."

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