Picture the C-suite as a high-stakes poker table. Every seat is expensive, every player influential, and every move, whether it’s a bet on AI or an all-in on customer experience, has the power to change the game for the entire organisation.

Look at your business marketing activities having in mind the key characteristics of services because the GOODS are only objects that provide a service.

In markets where products blur and switching is cheap, advantage shifts from what you sell to whether and how reliably customers achieve outcomes. Customers renew, expand, and advocate only when they succeed with what you sell. That needs executive ownership — the Customer Success Officer.