Who Are Briefing Programs Reporting to These Days? Where Does Your Briefing Program Report?

Jan 31, 2024

by Candie Hurley
Traditionally, briefing programs lived in either the Sales or Marketing organization, with few exceptions. And often they’d move back and forth between the two. A briefing program might find itself as part of
  • Sales Enablement
  • Trade Shows and Events
  • Marketing Communications alongside peer organizations such as Voice of the Customer, Executive Sponsorship programs, a Consultant Liaison program or Customer Reference/Testimonials
  • Demand Generation
  • Vertical Markets
We’re seeing something new as regards reporting structure.  Today’s programs are reporting into new organizations that show how much they are valued for their business impact.  Some programs today report to
  • Chief Customer Officer
  • Chief Revenue Officer
  • Strategic Pursuits
  • Global Customer Experience
  • Customer Engagement Programs
  • Innovation
  • Customer Advocacy and Insights
It’s especially gratifying to see those briefing programs in Customer Advocacy being recognized for their value in fostering two-way customer conversations and capturing customer insights.  This move toward dialog has been a key trend over the last decade.
Where do you report?  Perhaps it’s time to take a look at the broader landscape.  We’d love to have a conversation with you about possibilities