Managing Customer Value
‘What gets us into trouble is not what we don’t know. It’s what we know for sure that just ain’t so.’ – Mark Twain I think this famous quote by Mark Twain sums up my feelings about marketing funnels, sales funnels and pipelines and in whatever direction we may want to flip them. We don’t Read More …
When I started writing my blog post yesterday, Lean Offers a Variety of Choices to drive a Nail, it was actually meant to be this one. I somehow, which is not difficult for me, wandered off on a completely different thought process. My initial conversation was directed at the similarities between Outcome-Based Mapping and how Read More …
They simply don’t exist. I see people building Persona after Persona targeting that Ideal Customer. The problem that exists is that ideal customers are few and far between. In a recent blog post, A Persona Board deserves a Place at the Table, I described creating User Personas from your existing customers and then grouping them Read More …
I asked that question of next week’s Business 901 podcast guest, Joseph Michelli, author of Leading the Starbucks Way: 5 Principles for Connecting with Your Customers, Your Products and Your People. I am a big fan of Joe’s work and had the pleasure of interviewing him about two years ago, The Zappos Culture Defined! about Read More …
I have found when introducing a Kanban board to Sales and Marketing people that some find Kanban limiting from a planning perspective. They like the concept but have difficulty seeing the entire picture of flow and what the expectations and resources needed. This coupled with the fact that many of the teams are made up Read More …
Many small organizations procrastinate on their marketing efforts. They already have another job or working on a sufficient number of bids. When they finally reach out for marketing assistance, what they are looking for is sales. On the other side of the coin, people often times start out marketing creating brochures, advertisements and other marketing Read More …