#2 Organize your company internally It’s not (just) about marketing ! During McKinsey’s study, a consumer marketer realized that every new product requires a company to create more than 160 pieces of content involving more than 20 different departments and reaching 30 different touch points…without even counting other departments like HR. Marketing Human Customer & commun Retail Legal Others… Resources services -ications An organization with a customer-centric approach is a huge challenge to create. Someone (usually a CMO) has to have a complete view of all customers touchpoints in order to provide a coherent customer experience. This should be done at an international level (meaning every country uses the same tools in the same way).