Managing Customer Value
Trying to create prospects may be one of the most difficult and expensive components of marketing. Trying to find the path of people that want our service/product (since everything is a service, I will only use service from now on) is not the easiest chore in the world. If we know all the Dentists, Plumbers, Read More …
Professor Malcolm McDonald, until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management, with special responsibility for e-business, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. Coming from a background in business which included a number of years as Marketing Read More …
Last week, I discussed My Current 7 Step Marketing Outline which lays out the outline for what I would call The Funnel of Opportunity. As I said in that post: In most sales and marketing schemes we like to build what we call a Sales Funnel or Marketing Funnel. In the service world, we have Read More …
One of the true experts in the Lean Accounting world is Jim Huntzinger. He has over twenty years experience developing Lean enterprises through system design and development, implementation, and guiding organizations both strategically and tactically through the transformation process. He is Founder and President of Lean Frontiers. Entire Transcription and Podcast: Leading with Lean Accounting Read More …
Nir Eyal, author of Hooked: A Guide to Building Habit-Forming Products, discussed his 4-step process for Building Habit Forming Products (podcast and transcription link): The model is called the hook model and the four steps are a trigger, an action, a reward – and, often times, it’s a variable reward – and an investment. So by cycling users Read More …
This outline is not an in-depth user analysis by any stretch of the imagination. It is more for the product-orientated company that needs a simple wake-up call about defining their customer base. I still struggle with narrowing the focus of customers when face with the decision of where to direct their marketing efforts. This outline Read More …