In this episode, Gartner Director Analyst Leah Leachman discusses how marketing leaders all too often make a commitment toward customer centricity when all signs lead to the opposite effect. Marketing’s efforts are really more channel-led vs customer-led, focusing on acquisition and demand generation versus understanding customer needs. But does that strategy really lead to sustainable, long-term growth? Or will customer satisfaction, loyalty and advocacy suffer as a result? There is a way to balance company and customer.