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Winning the Fraud and Cybersecurity Race: A Go-to-Market Blueprint for Competitive Edge
Fraud and cybercrime have become a systemic, trillion-dollar drag on the global economy—but the fight to turn the curve is more than a market opportunity.
Over the past few years, I have worked alongside cybersecurity and fraud-management teams in government, banking, and payments, and nothing is more satisfying than seeing a new solution stop a romance scam or prevent a pensioner from losing their life savings.
Creating An “Authentic” Customer Relationship (Part 1): Three Macrotrends To Understand Right Now
Tue, Jun 30, 2015 — There’s a “Holy Grail” that the best marketers rarely mention out loud, but represents the ultimate victory in the loyalty game – keeping a customer or guest until they pass on to the great beyond. In reality, having a “customer for life” has become a concept that few can truly visualize anymore. The effect of protracted worldwide recessions, the arrival of finicky Baby Boomers and restless millennials on the scene, and the effectiveness of technology in leveling the marketplace, have threatened the existence of the concept – for those who are unwilling to make significant changes to match the cadence of today’s consumer.
The One Strategic Marketing Question to Ask
Wed, Jun 4, 2014 — When consulting with businesses, one of the fundamentals I look at is whether their business strategy and marketing efforts are in alignment. Just like a well-aligned vehicle will always move confidently in the right direction, so, too, will a business relationship – provided there’s the right connection between what your customers value, and what you provide. Many times, I will hear companies boast of offering great quality, cost and delivery; how they are innovators; and how they have the best technical support teams. The reality is that it’s quite rare for a firm to be the best at everything – and often, pursuing such a superlative-laden strategy can often be a suboptimal marketing strategy to pursue.