If I had a dollar for every online article or blog post that talked about how to measure ROI for a specific communication channel, I'd be writing this from a sun lounge on my own private island.
Most of us have been there at one point or another in our careers. The moment when you're asked to put your money where your mouth is. To either step up or shut up.
Customer centricity requires a flipping of the paradigm, from creating products based on gut feel, to pulling in research driven customer insights.
Good segmentation demands market orientation. The understanding that you can never be objective about your business from inside the organisation.