Verhoef & Leeflang (2009) found that the main drivers of the influence of the marketing department are accountability and innovativeness. They also found that marketing orientation is positively related with the marketing department influence in an organization. Based on their findings, they suggested two solutions to improve marketing department influence.
In order to be better positioned to sustain change in an organization, members of the organization ought to engage in collective learning that creates norms, shared assumptions and beliefs that become organizational culture. Learning organization can be defined as an organization which facilitates the learning of all its members and continuously transforms itself.
One of the best encounters I had was with TPG Company for an internet account. The need for an internet account led me to this encounter. However, my choice of the company was based on a good reputation of this company. When I asked around, TPG was termed as the best company for their services. This applies the concept of CRM.
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