There’s a common myth inside the discussion about the earth’s natural resources, namely that we run the risk of exhausting them. But a simple research of the matter quickly dispels this. We do not run the risk of “running out,” of our resources, but instead face the dilemma of not being able to extract them. […]
A relational data warehouse built with standardized schemas, loosely coupled to source systems, and extended to meet a company’s unique requirements.
Changing front-line behaviors with data-driven insights will be critical to realizing the benefits from your investments in analytics. It’s harder than you think! Perhaps you are one of those companies in the CMO Survey that is planning a 218% increase in analytics spend over the next three years, or perhaps you are part of the […]
The old adage “You can’t get there from here” is an expression that suggests a destination can’t be reached without extensive, complicated directions. Now imagine how much more frustrating it would be for the person seeking directions if they didn’t even know where “here” was, let alone “there.” In recent intelligence work that we completed […]
This week, Microsoft, SAP, and Adobe (I’ll call it the MAS alliance moving forward) announced an “Open Data Initiative” or ODI. The general consensus is that this is a competitive response to the increasing domination of Salesforce.com in the CRM and marketing technology space, whose PEPM (per employee, per month) SaaS (software-as-a-service) CRM platform has […]
The more I interact with seemingly sophisticated companies who fat finger their attempts at personalization, the more I appreciate the efforts of companies who really get me. You would think I’m referring to the independent corner coffee shops, but it’s when a behemoth enterprise somehow manages to establish a relationship with me that I’m truly impressed. […]
With 2019 just a few months away, it’s time to talk about a few clear trends that will have substantial impact on how leading firms go-to-market in 2019. For 25 years, we’ve been fortunate enough to work with top brands and senior executives to identify and capitalize on key go-to-market trends. This year has proven […]
It’s almost Fall – back from the beach, leaves are changing, and starting in October, it’s 2019 strategic planning season. As we have written in previous blogs, the discipline of go-to-market strategy development and execution is changing rapidly. The traditional exercises of branding, messaging, new product launch, channel strategies, and setting financial targets remain. But […]
Increasing Data and Analytics Usage is the #1 Marketing and Sales Priority for B2B Companies No one will be surprised to hear that – according to a recent Forrester study1 – 82% of B2B companies believe that increasing the use of data and analytics for marketing and sales is a top priority over the next […]
Eighteen years ago we wrote a bestselling book on Go-to-Market strategy. Almost everything in that book is now totally obsolete. The Channel Advantage (Butterworth-Heinemann, 1999) outlined how to build and manage multiple sales channels from field sales to inside sales to channel partners to e-commerce. It was — and unfortunately still is — used […]
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