Articles
Tag: christine crandell
-
What CMOs Should Tell Board Members (and What Boards Should Be Asking)
Marketers have an opportunity to help board of directors understand marketing and the right questions to ask — but most are missing out.
Continue reading...
-
How to Deliver Credible Marketing Pipeline Forecasts
Delivering credible forward-looking marketing-generated pipeline forecasts helps marketer's secure more funding and level the power equation in organizations
Continue reading...
-
The 4 Factors Defining Marketing’s Future
The question isn't how to fix marketing or how to optimize its ROI: the real question is how to deliver credible marketing-generated pipeline forecasts.
Continue reading...
-
Fix Your Marketing Data Problem So You Can Get on With Work
How to fix the growing data integrity problem.
Continue reading...
-
How to Get What You Want From Analyst Relations
It matters less what you say than what others say about your company or product.
Continue reading...
-
Want to Improve Customer Experience? Ask Your Customers for Help
Customer co-creation is a powerful technique through which customers and vendors can jointly work together to create value. I define this as “the purposeful action of partnering with strategic customers and employees to ideate, problem solve, improve performance and/or create a new product, service or business.
Continue reading...
-
It Takes a Network for CMOs to Stay on Top
Combine velocity and volatility with the 24/7 global business cycles and it becomes virtually impossible for any leader to stay on top of his or her game. For Chief Marketing Officers (CMOs), staying on top can spell the difference between success and failure, for them as well as their companies.
Continue reading...
-
Why the CX Discussion Keeps Returning to Culture
It's been interesting to watch customer experience mature. The customer experience concept was born out of work consultants did across disciplines, including marketing, operations and customer service/support. They recognized that by understanding the lifecycle expectations customers had around value, trust, engagement and products, businesses could improve their performance.
Continue reading...
-
Journey Mapping the Customer Experience
“‘We’re going to solve the customer experience problem’ is a hard sell to the C-suite,” said Miguel Quiroga, executive director of customer experience at Verizon. He went on to advise the audience at the Clarabridge C3 Conference on how to overcome that resistance.
Continue reading...
-
Addressing the Gap Between Marketing Automation and CRM
In this era of economic growth, the Sales Enablement Trends 2015 Report (registration required) by Qvidian was sobering. While B2B companies continue to grow at any cost, sales teams still struggle with quota attainment and can’t ramp up fast enough.
Continue reading...
-
The State of B2B Customer-Alignment Maturity
“If you don't know where you're going, you'll end up someplace else.” -- Yogi Berra This pretty much sums up the customer-alignment journey of most companies. Companies know their survival depends on aligning strategy, culture, partners and processes to their customers’ lifecycle expectations, but the end state is often fuzzy.
Continue reading...
-
One-Size Fits All Selling Backfires with Small Businesses
While some small business purchase behavior is similar to their larger brethren, most B2B sales people don’t recognize they differentiations between how the “S” of SMBs purchase.
Continue reading...
-
!['Death by PowerPoint' and Other Sales Training Fails [Infographic]](/~/media/3647135dc69b4d14b490c5368fd278fe.jpg?mw=155&mh=117&hash=F0CFC65334CA6739AA96A928441440D6C9DAE4F2)
'Death by PowerPoint' and Other Sales Training Fails [Infographic]
Earlier this year I was at an annual two-day sales training event for a global software company. The venue, meals and entertainment had been painstakingly planned to ensure everyone had a memorable time. Unfortunately the actual training portion of the event was not so memorable.
Continue reading...
-
The Customer Intent Wake Up Call
Companies aspiring to be customer-aligned add a few more dials to the conversation -- what should the chief customer officer be measured on, beef up the customer success team, invest in employee engagement / culture initiatives, innovate their customer engagement strategy, and/or shift from a product-feature-pushing sales model to a
Continue reading...
Displaying 1-14 of 29