by Janet Gregory | Apr 8, 2013 | Marketing
Week 3 was spent in Malaysia. The World Economic Forum considers Malaysia a ”developing” country and the signs of progress are everywhere. This week in Malaysia was all business. I met up with 2 other colleagues from SRI International and we had a full week of...
by Janet Gregory | Apr 6, 2013 | Marketing
Week 2 was spent in Singapore working with a large global networking company delivering workshops on Customer-Centric Selling. This highly successful networking company realized that their sales teams were focused on “pushing” products and fulfilling customer needs....
by Mary Gospe | Mar 29, 2013 | Marketing
In January 2013, Forrester published 2013 B2B CMO Imperatives – Driving Growth With Customer Insights, Marketing Automation, and Content Marketing by Sheryl Waksman-Pattek. The report states that we are in the “Age of the Customer” in which 60% of...
by Mike Gospe | Mar 28, 2013 | Marketing
When it comes to customer advisory board meetings, the terms “host” and “facilitator” are often interchanged. However, they are very different. Here’s how to think about these roles and who should hold them. The role of “host”...
by Mike Gospe | Mar 20, 2013 | Marketing
When crafting positioning statements, one of the most challenging items is the category. When done well, new categories feel obvious. Here’s one of my favorite examples of a company that forever changed the way we watch television. You can capture a strong...
by Mike Gospe | Mar 20, 2013 | Marketing
Customer advisory boards (CAB) are not meant to be executive briefings, yet they are often treated as such to the dismay of the attending customers. Like the hammer and screwdriver in your toolbox, it’s important to apply the right tool to the right job....
