Business Growth Strategies For CEOs: Top CMOs On Marketing Strategy Implementations

Part 8 of the series: A B2B CEO’s Guide to Navigating the COVID-19 Revenue Reality

The COVID-19 pandemic undoubtedly has created an economic crisis that has left few businesses untouched. But, if you have been following this blog series, you understand the value of innovation, and, in particular, the value that your aligned sales and marketing leaders will bring to that strategic exploration.

Now is the time to entrust your collective team to the task of identifying new opportunities. Borne out of necessity in a world of shelter-at-home mandates, so many new creative ideas have emerged. If your market-facing teams really understand your core competencies, they will find creative ways to apply those core competencies in a unique and innovative fashion to solve today’s challenges.

6 Reasons for Marketing Involvement In Supply Chain Management

Mon, Oct 22, 2012 — Customer Relationship Management The idea that a company can increase their competitiveness by focusing on how a company interacts with its customers is not new but little has been accomplished to this end across corporate America. In 1992 the Harvard Business Review published a ground-breaking paper called Staple Yourself to an Order. I came across this paper several years after it was written, while I was in an operations and logistics role and it captured my imagination. In essence what the paper was saying is that companies did not have an end-to-end process around customer relationship management. There were no processes in place to manage the customer at every interaction point in a consistent manner. There is a great chart in this document on page 6 entitled "Why Orders Fall through the Cracks" (see below) that really captures the issue and illustrates a typical organizational structure and what happens to a customer going through the entire process of placing an order.

Sales is RIGHT? It IS Marketing's Fault?

Sun, Sep 30, 2012 — The Eternal Conundrum. The sales executive comes to you and says that marketing isn't delivering qualified leads. The marketing executive responds that they are delivering qualified leads, but the sales people can't close them.

3 Steps to Improving Customer Retention

Wed, Mar 28, 2012 — As someone who once helped the pest control giant Terminix exterminate a nasty customer retention problem, I've seen what a difference a few strategic adjustments can make. So if you're facing the same issue, let me assure you that there are steps you can take to stamp it out.

Growth Insights for CEOs

Find New Markets and Shift Your Focus -- At Least Temporarily

Part 8 of the series: A B2B CEO’s Guide to Navigating the COVID-19 Revenue Reality

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6 Reasons for Marketing Involvement In Supply Chain Management

Sales is RIGHT? It IS Marketing's Fault?

3 Steps to Improving Customer Retention

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