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BUSINESS 101: Who's Your CLO?

from Harvard Business Review

Every firm needs a chief marketing officer to accomplish the objective of bringing in new clients and maintaining those already "in the fold." But that will get continually harder to do unless the focus of marketing changes to building loyalty, meaning that chief marketing officers need to become chief loyalty officers: CLOs. A principal reason for the change is social media, because it gives past and present client representatives, colleagues, community members, employees, and others a powerful voice that can spread quickly. And my how loyalty pays off! more


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