Managing Customer Value
This video is an overview of why you should consider using A3 Problem Solving for Marketing and a plug for my new book, Marketing with A3. I should have emphasized it more in the video but using A3 for your marketing tactics is an excellent way to help in your decision making process but also Read More …
In my younger days I used to sell process equipment. It involved a fairly technical process that included combustion, material handling, air movement, computers, etc. My engineering background proved quite valuable and it was quite a strength as I made sales calls. Most of the time, sales went through manufacturer reps and dealers. I was Read More …
I was reading the book, War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye–and What to Do About It, looking for a few ideas on how to approach Lean concepts to marketing and more specifically CMOs. Of course, we all know trying to apply a discipline to a bunch of right Read More …
Customers do not want more choices. They just want what they want, period. And in an economy that there is less demand than supply, they can get it. Companies in response to this create more features, more options in their products or services. They will take the deep dive into segmenting their markets and through Read More …
Identifying your customer segments is imperative in your future marketing efforts. If you have not identified those segments well, you will be discounting, providing unpaid services and minimizing profits to be competitive in the market place. Customer (Market) Identification is not easy. However, it may be the most important task that marketing has within your Read More …
In the sales and marketing process we have always stayed away from a process. Things were just not consistent enough to enable us to install a process. Very few people take on the challenge of bringing continuous improvement to sales and marketing and one of the reasons it is so difficult is that sales always Read More …