Marketing as the corporate head of customer experience, knowledge, and influence

Forrester says it well when it argues that the corporate Marketing function must

evolve from tactical demand generation to strategic ownership of the customer relationship, and … regain their rightful place as the corporate head of customer experience, knowledge, and influence.

Furthermore, they suggest that companies must commit to online, interactive marketing, to which the reponse would be “duh” if it wasn’t because they are talking specifically about corporate B2B marketing.