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From Loyalty Programs to Leadership: What 20 Years in CRM Taught Me About Organizational Growth
Loyalty programs taught many of us how to turn casual buyers into raving fans. My 20 years in CRM and loyalty for brands like Marriott, Amazon, and American Express—and leading a $3B customer platform—taught me something bigger: The same system that keeps customers coming back also keeps your best people from leaving. When growth stalls, most CEOs reach for the usual levers: more demand gen, more recruiting, more channels.
An Inward Focus: How One Company Redefined Itself for Success
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.