“Things may come to those who wait, but only the things left by those who hustle.”
Unknown
Is your company creating enough value for your customers?
I don’t mean that in a chiding way—just as a thought-provoking question for business strategy.
Tue, Feb 8, 2022 — By Angus Robertson, Ahmet Abaci and Beth Somplatsky-Martori Ready for ignition? If you’ve stuck with us for this entire blog series, it’s all come to this moment: Butterflies be damned and dreams and hopes aside – it’s time to launch our new product into the public consciousness. We’ve been on quite a journey through our previous blogs. At the outset, we started off with a discussion about fostering a culture of innovation within a company. And then we introduced what we called our “Stage Gate Lite” approach to fostering and accelerating new product and service ideas, leading you through the four gates in the process: Concept development, the business case, product development, and testing methodology.
Mon, Feb 7, 2022 — It’s always interesting to me when the proverbial emperor is in search of new clothes. Like the time-honored fable, Cask – an innovative company that lives and works in the ServiceNow ecosystem – had done an outstanding job of enabling digital transformation for its clients. But when it came to telling their story and harnessing digital marketing tools to promote itself, it wasn’t quite as masterful. The story of how Cask evolved its brand and turned digital marketing into a dominant force in the ServiceNow space – leading to 40 percent year-over-year growth for four consecutive years – is an object lesson that is worth studying for any B2B leader.
Tue, Jan 25, 2022 — Did you know that you might have the next Kim Kardashian or Kylie Jenner on your staff? Though it’s likely that none of your mild-mannered employees have 300 million social media followers piled up –like the aforementioned sisters – it IS possible to turn a team player into a social influencer.
Mon, Jan 24, 2022 — Though the past two years will be remembered by most for the impact that COVID had on our lives and livelihoods, most marketers will look back on this time as the era of the “Digital Lead Spigot.” Forced into quarantine at a moment’s notice and anxious to keep their products and services in the consciousness, most businesses – ready or not – twisted the valves on their digital taps and let information flow into and out of their organizations. In fact, one survey found that nearly two-thirds of companies felt forced into accelerating their digital transformation as a result of COVID-19.
Thu, Jan 13, 2022 — I have a secret to share that may be surprising. Though automotive folklore insinuates that Henry Ford would only allow his world-beating Model T to be painted in black, you could, in fact, purchase your new horseless carriage in a variety of colors, including blue, red, gray, and green. So as early as 1908 – the year the first Model T was shipped – a customer could distinguish their tastes and flaunt their individuality on America’s roads in a hue that was different from the pack.
Thu, Dec 16, 2021 — You don’t have to be a “trekkie” to know that the continuing mission of the U.S.S. Enterprise was to “boldly go where no one has gone before.” In the same vein, one could say that marketing leaders – much like Captain Kirk or Captain Picard – are navigating a similar path. While marketers don’t face asteroids, droids, or alien encounters, the stakes of their mission are just as high — if not higher. After all, marketing leadership turnover is at an all-time high. When it comes to the business world, success or failure often falls squarely on the shoulders of the head of marketing. And without the right gas in the proverbial marketing engine, the path will be bumpy…and short.
Mon, Dec 13, 2021 — Are you checking every step in your company’s customer journey to make sure that the passage is smooth and rewarding, and in fact, DELIGHTING for your customer? DELIGHT takes so much work by so many people – the product, the website, the employee service training. And DELIGHT is what builds lasting loyalty. And it can all, unfortunately, be spoiled by a minor detail.
Fri, Oct 22, 2021 — Written by Don Lee, with Greg Acquavella, Senior Marketing Manager, Gryphon.AI Sales and marketing technologies have transformed the way companies attract and retain business. Just ask the team at Gryphon.AI, which has developed a unique solution to businesses that wish to improve their sales efficacy. Using a concept called “real-time conversation intelligence,” Gryphon uses an AI platform to provide in-the-moment call coaching and guided selling.
Fri, Oct 1, 2021 — Why innovate? Your business depends on it. By Angus Robertson, Ahmet Abaci and Beth Somplatsky-Martori In the first blogs in this series, we talked about how to get started with innovation and ideation, and building a business case – essential components in what we are calling the “Stage Gate Lite” approach to fostering and accelerating new product and service ideas within your organization. Now it’s time to talk about what happens when the rubber hits the road. And trust us – this can be a very messy part of the process. We are reminded of a quote from that famous innovation guru, Mike Tyson, who once said that “everybody has a plan until they get punched in the face.” At this point, though you may have some glancing blows aimed in your direction, we hope in this blog to give you some processes on how to handle this turmoil and maintain your course.