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Taking a customer-centric approach is difficult. It requires not only thinking differently, but also ignoring your own personal agenda for the greater good of the company. But putting the customer first also requires trust and it requires a top-down effort from everyone involved. 

That’s why PwC’s remodeling of its business strategy is different. “The New Equation” as it’s called, is not just a motto, it’s an entire strategy based on the principles of building trust and helping PwC customers keep up with the pace of change. And the key to any successful marketing strategy begins with a top-down approach and a relentless focus on implementation.

“I don't think any strategy is perfect, nor do I think any strategy needs to be perfect. What needs to be far better is the execution of that strategy… All of our people fundamentally understand what we're doing, but it's the getting the confidence in that story and making sure that they really feel supported, bolstered and have everything that they need in order to bring that with confidence.”

On this episode of Marketing Trends, we caught up with J.C. Lapierre, Chief Strategy and Communications Officer at PwC, who offered up some insight into the steps PwC went through to implement its new three-pronged services model. Plus, J.C. explains why successful implementation means everything when you’re rolling out a new strategy, and how PwC is forging ahead with a customer-first approach.

Main Takeaways

• Successful Strategies Start with Successful Installations: The best marketing strategies are ultimately the ones that have the best implementation from beginning to end and from the top down. This will help your marketers not only have a strong understanding of the values of your new strategy, but it will give them the confidence to relay that message to the company's clients.
• The Days of A Siloed Marketing Approach are Over: Siloed approaches to marketing no longer work, especially if you want to have an efficient, cross-functional business. When you eliminate silos, you’re able to effectively and efficiently push your message and your purpose across all your channels without confusion.
• Don’t Be Scared to Play in New Channels: Even when you’re a legacy company, it’s important to try new channels and continuously evaluate your marketing mix to understand where your message is resonating and where it’s not. Don’t get comfortable with the same strategy that’s worked in the past. For a company like PwC, that meant advertising on OTT platforms, a channel the company had never participated in before.

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