David Scribner, Head of Virgin Mobile, and one of the few marketers to become chief executive of a major company, says that marketing makes ‘a critical contribution’ to business growth because it is ‘the voice of the customer’ in Episode 2 of Marketing dividends.

Mr Scribner, a board member of the AANA, says his marketing background helps ensure that customers are the focus of the organisation’s strategic decision making in this marketing video.

“In the knowledge age that we are in, there has never been a more important time for them (marketers) to be the voice of the customer, to be the barometer of what’s happening in the market and actually use that to help with business growth.

“Marketing is absolutely critical to the growth of Virgin Mobile. Marketing has always been, at any
Virgin company, the core of what we do because it is a brand-based company that really cares about
its customers,” Mr Scribner said.

In terms of getting a better hearing in the c-suite, Mr. Scribner said marketers needed to concentrate
more on the ‘hard measures’ and use data and analytics to explain how they can deliver sales and
profitability.

David’s full video interview provides an-depth look at how Virgin Mobile keeps the customer at the centre of every facet of its business.

Watch more episodes of Marketing Dividends and subscribe to the AANA YouTube Channel.