‘We are partners’: How Microsoft’s insight team built a stronger relationship with marketing
Insights professionals are looking for marketers to be “advocates” for the profession which, in turn, will help them create stronger, better researched campaigns.
Marketers are forever looking at ways to foster stronger ties with the rest of the organisation – but it’s easy to forget that other functions are looking to do the same thing.
Talking at the Market Research Society’s Client Conference today (5 December), Microsoft’s senior market research manager Nikki Quast spoke about how she forged stronger bonds with the insights team’s internal stakeholders – including marketing – and the benefits it had in making Microsoft a more insight-focused company.
