Too many companies are focused on internal efficiency rather than external value. As a consequence many marketing and relationship programmes have failed to deliver expected benefits.

Marketing organisations in the past have tended toward functional management rather than enterprise marketing performance, demand chain management and value delivery.

Consequently, enterprise marketing was beyond their reach and customers benefits were lost.

Enterprise marketing develops strong linkage connecting company value in the form of 'strategy to cash' with customer value from 'needs to repeat' to understand where new customer benefits can be delivered.

It requires agile organisation, flexible 'go to market' strategy, adaptable technology, deep customer insight and new performance measures across the enterprise.

Delivering customer value has always and will continue to be an essential component of any business. But, great companies are now transforming marketing to effect enterprise wide change, new competitive advantage and new customer value.