Process-Centric Marketing:Transforming Audience Insights into Improved Customer Experience and Outcomes

Updated March 2023

Early in my career, I came to learn that companies that fully understood and influenced the business processes underlying their products and services could positively influence and dictate future business outcomes.

Building on this insight, I began to apply a process-centric audience methodology, first in sales and later in marketing to harness this unique intelligence. That marketing framework, I call Process-Centric Marketing, leverages business process analysis, and audience segmentation data to capture the unique customer knowledge, often lying beneath a customer's products or services.

As demonstrated throughout this eBook, Process Centric Marketing principles can be used successfully to address a myriad of business challenges. The strength of the methodology lies is in its simplicity and timelessness.

Acquiring unique market and customer knowledge has and will continue to lead to greater innovation opportunities and a better customer experience. Successful marketing happens when a company improves its understanding of its market and customers. PCM’s mission and benefit are to improve a practitioner’s knowledge in those two areas.

The PCM methodology always works because it places its priority first on learning to ensure business and customer relevance. The goal is not only to understand how “something” works today but to identify more importantly what is missing or presently not considered to improve on what is there now.    

As illustrated throughout the book, this “something” can be a new product, GTM process, service, customer message, solution position, organizational structure, etc. It doesn’t really matter what kind of problem, if you take the time to deconstruct the problem and reformulate the solution, leveraging process-centric marketing principles.

I decided to write this eBook because the methodology is so basic and cerebral, it can be difficult to understand and further appreciate. There is no immediate physical evidence produced like a piece of content.

Yet, as demonstrated, it is a proven and highly repeatable methodology that is timeless, leveraging specific tools and following specific processes. Its only true limitation lies with a company’s willingness to explore beyond what it can readily see!