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Marketing Strategy: Find, Keep and Grow Customer and Value

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Segmentation for Winning in the Market

Business success depends on effective market segmentation. Complete two fundamental steps before you can decide which market segments to pursue.

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Is a Land Grab the Right Growth Strategy for You?

Is a land grab growth strategy right for you? You must be able to leverage ALL three of these factors to make a land grab strategy work for you.

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How to Ensure ‘Customer Success’ Isn’t Just Another Overused Term

You’ve heard it, you’ve used it, the catchy, trendy term “Customer Success.” Type it into Google and you’ll receive about a billion hits. We’re also seeing customer-facing job titles specific to Customer Success. However, we believe that every company needs to be focused on customer success, whether there is a designated person in this role […]

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Make Your Marketing & Sales Playbook a Powerful Alignment Tool

Most of the recommendations for improving Marketing and Sales alignment revolve around how these two organizations need to work together. Misalignment is often attributed to a variety of factors, such as different goals, different timelines, and different psychologies. Market dynamics such as commoditization, the Internet, mobility and virtualization, and changing business models only compound the […]

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How to Use Intelligence to Outsmart Your Competitors

Be in the Know About the Competitive Field Years ago, I competed in triathlons. Before each season, my husband, Mark (who also doubled as equipment manager and cheerleader), would ask, “What’s your idea of success this year?”  The answer this question guided our race choices. We would then evaluate the races on the schedule against […]

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Make and Build a Business That Solves a Problem

The purpose of a business is to create a customer, declared Peter Drucker.  How do you create a customer? You provide something – a service, a product, a solution – (referred to as the Product in the Marketing Mix) they need AND want. In the B2B world, this want and/or need is typically to solve […]

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How to Organize a Stand-out Marketing Planning Session

If you’re like many of our customers, right now you are somewhere in the midst of your planning cycle, working with your partners in Sales, Finance, Product, and IT as you crystallize your Marketing plan. Here’s a bit of advice: Our experience has proven that a collaborative Marketing planning session is an essential step in this process. […]

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How to Use Customer Insights to Spur Growth

After years of focusing on controlling costs, growth has moved to the top of the priority list for many companies. In a survey of 1,600 senior executives by KPMG, 96% indicated that their companies are “are in the midst of business transformation planning or execution.” Business transformations are challenging.  A McKinsey study found that just 26% […]

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How Your Customers Can Help You Drive Growth

In his well-regarded December 2003 HBR article, “The One Number You Need to Grow,” Fred Reichheld once suggested that the value of any one customer resides both in what that person buys and what they are prepared to tell others. The full value of your customer needs to include a measure of his or her ability to serve as […]

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How to Save a Year of Research for Your Account-Based Marketing

We’ve enjoyed the privilege of being engaged with a number of our customers for nearly two decades and last year were fortunate to add new projects and new customers. Our 2017 target for the number of new customers was significant, so, with all the rage about Account Based Marketing (ABM), we decided to experiment with […]

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