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 all of the hype around AI, don’t overlook the importance of Human Intelligence to ensure your analytics efforts are addressing the right problems
The Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics/data science (I use the terms interchangeably), and is written as such. While these concepts should absolutely be useful for executives in other areas (biotech, manufacturing, operations, etc.), all of the […]
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 […]
I’ve always been intrigued by the ability of an effective coach to enhance the skills of a highly successful athlete. How do you motivate a decorated veteran like Serena Williams to compete at Wimbledon? How does Michael Phelps’ coach inspire him to break yet another Olympic record? Successful coaching requires understanding the goals, needs and […]
Recently, a client pulled me aside after an intelligence readout and asked for 5 minutes of my time in a one-on-one setting. As a professional services provider, situations like this make you brace to hear that your contract may be in jeopardy. Instead, what she conveyed to me was not only NOT surprising, but was […]
Ok, maybe firing the entire sales force is a little radical. But wait…put yourself in the shoes of a product exec trying to grow her business unit within a mid- to large-size enterprise. Here is what many, many executives are experiencing in the digital transformation of the four Ps — product, price, promotion, place: Digital […]
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 […]
In 2018, it seems that almost everything that could be said about social marketing has been said. But, when we talk to executives with “social media” in their title, whether in B2C or B2B, there is one area that still comes up as a huge untapped opportunity: deriving real-time, breakthrough insights from prospects and customers […]
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