Managing Customer Value
It might seem like a rhetorical question, but how much do you know about the markets your customers serve? What are the latest trends in those markets? What hidden value patterns can you uncover by categorizing data from those markets? Understanding your customers’ markets is essential for trend development and uncovering hidden value patterns. By Read More …
When you create a marketing experiment (campaign) do you provide the right structure to capture feedback? Many times we just push our messages out without designing the needed structure to gather data or evidence. We just measure what is measurable. It is typically the fault of not developing a hypothesis or a focus question at Read More …
Are you looking at growth through the right lenses? Or are you still operating in the Doom Loop? Is your disciplined actions focused on experimentation? Jim Collins has been talking about the Flywheel Effect for many years and most of us (should) know the intricacies behind the concept. Reviewing the recent book Experimentation Works, https://amzn.to/2EZ39ik, Read More …
There is no linear sales and marketing approach, no matter what the current Marketing Funnel experts says. There is not anything new in these processes except for the tools being used. Elmo St. Lewis developed the funnel in 1898, it is still the same basic philosophy. Today’s marketing is about being there. Being in the Read More …
People seldom start with a simple system. They start with a complex system and try to work back from it tweaking and modifying. There are better ways. I usually respond with Gall’s Law: “A complex system that works is invariably found to have evolved from a simple system that worked. A complex system designed from Read More …
This system style diagram is primarily derived from Outcome Mapping (OM) with a little Theory of Change (TOC) thinking. OM differs from TOC in that it focuses on Boundary Partners, an area that we can influence, evaluate, and adapt to the changes that incur. As we move to the right side of the diagram, we Read More …