Managing Customer Value
The traditional way of creating sales used by individuals and even by large organizations is a natural sales progression commonly called a marketing funnel. I have written many times about this and summarized it in this recent post, Kill the Sales and Marketing Funnel. There are many adaptions to this model but typically begins with Read More …
These five terms form a hierarchy of value in which data have the least value and wisdom has the most. I first ran across a similar description in the The Experience Economy an article published in 1998 by Joe Pine which I discussed in the blog post, Does your Value Proposition speak of the Customer Read More …
The Sales and Marketing Funnel is a theory that needs to be laid to rest. A linear approach to predict, plan, and proceed is a precarious way to advance. This approach prematurely foresees a solution for the customer without ever understanding their problem. And if you consider addressing the application of social media, it does Read More …
The Mirror Marketing eBook describes an alternative way of looking at your marketing funnel…from your customer’s perspective. Please contact me for a copy.
Do you think it is Scrum? Do you think it is Kanban? Do you think it is a Marketing Funnel? …or is it all three? Or maybe Agile? This is an empirical view of Value Stream Marketing. The drawing is reflective of a Scrum sprint. Scrum is an iterative, incremental framework for project management and Read More …
In my Marketing Your Black Belt webinar, I have created several tools to measure your effectiveness and how to create a meaning full value stream in your marketing process. One of the resources that I used was an excellent book, Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Read More …