Allowing marketing to take control of product has led to Verizon Business producing stronger output, better tailored to its customers’ needs.
Verizon Business’s top marketer believes that bringing product under marketing’s remit has helped the business become more “customer-centric” and empowered the business to be more successful.
Iris Meijer joined the mobile communications giant in 2021 as CMO, but in January 2024, her role was expanded to include responsibility for product as the CEO of the B2B arm of the business wanted the company to move towards being a “customer powerhouse”.
“As marketers, we understand the customer, we have a lot of data, we analyse the customer, and we act according to customer needs,” the chief product and marketing officer tells Marketing Week. “We really wanted to be much more customer-centric as an organisation and hence we integrated product and marketing to bring the customer powerhouse towards product as well.”
