The accepted wisdom is that the marketing function and marketers have the best grasp of customers – their lives, their desires, their concerns…..   Along with this is another piece of accepted wisdom: that the marketing function and marketers are customer-centric or they are the function/people who are the most customer-centric in the organisation.  If you accept “accepted wisdom” then it is natural to say and expect the marketing function (and marketers) to take the lead, even take charge, in moving your organisation to become a customer-centric organisation.

I say don’t assume.  I say don’t accept “accepted wisdom”.  I say check and challenge the “accepted wisdom”.  I say try on Karl Popper’s dictum that instead of looking for evidence to prove your hypothesis, and/or your taken for granted view of how the world works, look for evidence the shows your hypothesis is wrong. – href="http://www.futurelab.net/blogs/marketing-strategy-innovation/2012/11/why_marketing_should_not_lead?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Futurelab+%28Futurelab%27s+Blog%29&utm_content=Google+Reader">Why marketing should not lead the drive towards authentic customer-centricity by Maz Iqbal

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