Marketing leadership in an age of complexity

This article identifies five practical steps that large, complex organisations can take to be more customer-centric, drawing on the example of Transport for London (TfL), a local government organisation.

Marketing leadership in an age of complexity

Chris Macleod and Fiona McAnenaTransport for London and Clearhound

Marketing leadership in complex structures presents numerous challenges - particularly the need to be customer focused within an organisation that itself is not structured along customer-centred lines. In these circumstances, is it possible to exert significant influence across departments to promote a customer focus? What practical steps can be taken in large and complex organisations to be customer-centric?

The marketing department at Transport for London is fairly typical of a large service business marketing team. It has helped the organisation to put customer...

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