Category: Change
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Data: unconnected, undiscovered and unused
Read more: Data: unconnected, undiscovered and unusedAs we race to understand so-called “Big Data”, are we truly on top of our own internal “small data” within our companies? Unfortunately, too many marketers cannot address basic lead-to-revenue…
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End game for solution selling
Read more: End game for solution sellingB2B customers don’t need sales people the way they used to. That’s the central premise of a feature article in the July-August 2012 edition of the Harvard Business Review by…
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You have three years, at most, of relevant marketing experience
Read more: You have three years, at most, of relevant marketing experienceIf you play in marketing, you have at most three years of relevant experience. Marketing and business in general is changing so fast that what was relevant four or more…
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Are you Business Technology literate?
Read more: Are you Business Technology literate?Business Technology fluent? Do you understand how best to engage at the intersection of BT, business processes and people? If the answer is “no”, you may need to lift…
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The extinction of the HiPPO is nigh
Read more: The extinction of the HiPPO is nighDecision making in traditional hierachical organisations all too often defaults to a HiPPO. A HiPPO is a Highest Paid Person’s Opinion. Typically, they over rule the data, which comes in…
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What’s your Customer Effort Score?
Read more: What’s your Customer Effort Score?Check out the articles at the end of these two links: Delighting your customers does not improve loyalty, reducing their effort does. https://www.checkmarket.com/blog/csat-ces-nps-compared/ How to measure Customer Effort…
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The Chief Customer Officer’s mandate
Read more: The Chief Customer Officer’s mandateVision corp’s new Chief Customer Officer has replaced both the CMO and CIO roles. And the CCO’s mission is: Merge Marketing with I.T. Kill off ASAP the 20th century legacy…
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Customer focused telcos?
Read more: Customer focused telcos?Good article in Melbourne’s Age’s newspaper today about the tactics Australia’s telcos are employing in an attempt to lock their customers in to long-term bundles. Unfortunately, its not surprising that…
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CMOs will drive technology spend not CIOs
Read more: CMOs will drive technology spend not CIOs“CMOs Will Spend More on IT Than CIOs” When Gartner analyst Laura McLennan made this bold statement in a Gartner report late last year, it attracted plenty of skeptical comment.…
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We’re all marketers now
Read more: We’re all marketers now“In the era of engagement, marketing is the company” Excellent McKinsey Quarterly article makes the compelling case the organisations need to re-invent themselves around their customers. I’d go further than…
