Page 181 - HBR's 10 Must Reads on Strategic Marketing

THE ONE NUMBER YOU NEED TO GROW

all the people in the organization must know which customers they
are responsible for. Overseeing such a process is a more appropriate
task for the CFO, or for the general manager of the business unit,
than for the marketing department. Indeed, it is too important (and
politically charged) to delegate to any one function.
The path to sustainable, profitable growth begins with creating
more promoters and fewer detractors and making your net-
promoter number transparent throughout your organization. This
number is the one number you need to grow. It’s that simple and that
profound.
Originally published in December 2003. Reprint R0312C

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