.png?width=1500&height=398&name=CO_Corporate%20Logo%202021_4C_HOR_FNL-1%20(1).png)
What CEOs Should Look for in a B2B Manufacturing CMO: Part 2
In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies.
Appealing to Emotions
Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision.
They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?”
What Giraffes can Teach You about Building a Strategic Growth Plan
Thu, Jul 23, 2015 — A funny thing happened as animal beings evolved over the past several billion years – one such beast was bestowed with the ability to get a bird’s eye view of all it surveyed – while staying firmly planted on the ground. The giraffe can grow up to 18 feet high, with nearly half of that height accounted for with a neck and head. The giraffe, rightfully so, is often chosen symbolize taking in the big picture, communication and gracefulness. This, my friends, is why you will understand when I say you need to roadmap like a GIRAFFE – visualizing your organization from a broad view before fabricating the details of its long-term strategic direction.
Your 2020 Vision Is Now A Five-Year Plan
Wed, Jun 24, 2015 — For those who have been disciples of futurist Arthur C. Clarke, it’s quaint to look back at his prescient interviews of a half-century ago, and try to imagine how he could possibly pinpoint conventions like the internet, instant messaging and even the way we as a society would interact. Even just two decades ago, the year 2020 still seemed a destination so distant, that it was difficult for many to bring into focus a realistic vision of what it could be. But author John Kotter, in his 1996 book, Leading Change, said, “The rate of change is not going to slow down anytime soon. If anything, competition in most industries will probably speed up even more in the next few decades."
3 Ways to Drive Innovation – a CEO’s Perspective
Sun, Dec 16, 2012 — What makes some companies more successful than others? And what role does innovation play in this? I have always been fascinated by this topic, especially if the business is facing a turn-around situation.