What are common mistakes people make when establishing customer marketing inside of a company?

One common mistake that people make when establishing a customer marketing function is failing to be driven by customer insights. Organizations investing in customer marketing for the first time likely recognize a need for the function, and each internal team has its own perspective on the value their team will gain from the role. However, the strongest voice to help identify and prioritize where marketing can make the most significant impact is that of the customer.

A second mistake that customer marketers must avoid, is failing to understand the product. While the experience and brand relationship is critical to customer retention, it's impossible to effectively support and communicate that experience to build the brand relationship without a true, deep understanding of the product.