October 17, 2017
June 23, 2016
Companies striving to create and capture customer value must quickly realize that they sell more than just a product. Failing to do so forces a company into an unsustainable trap of price pressure and margin compression as competitors find ways to match new features and customer continue to negotiate on price. A more sustainable approach to creating true differentiation starts by gaining a deep understanding of the customer’s value outcomes and how they make money and then creating solutions that align to the customer’s business model.
[…]June 07, 2016
We recently had the chance to sit down with Ben Sharp, of Visa’s Digital Transformation team, to discuss his passion for marketing. In the previous post, Ben discussed the skills marketers are lacking in today’s business environment, where marketers should focus when it comes to developing their own marketers, and what Visa does to develop those skills. This is the second part of a two-part series.
[…]June 03, 2016
We’re thrilled to have had the chance recently to sit down with Ben Sharp, of Visa’s Digital Transformation team, to discuss his passion for marketing. Specifically, Ben is an expert on marketing skills development, and his recent work at Visa has made the most of his knowledge and abilities.
[…]May 17, 2016
That may seem an odd question for the middle of May, but it’s definitely an important one to answer. And it’s not just a matter of getting this vital task “out of the way.”
[…]May 10, 2016
If you’re doing business for profit, somewhere along the way you must be attempting to provide some form of value to your customers. If you’ve achieved any amount of success, your customers must be experiencing that value.
However, the question to consider is: Are you offering the right kind of value? And is it sustainable?
[…]May 04, 2016
In many organizations, marketers find it difficult to earn a seat at the adult’s table where real decisions are made and strategies are developed. They’re often left scrounging for the support and resources they need to truly add value.
[…]April 27, 2016
We regularly help our clients develop value propositions for their brands and products. Simply stated, a value proposition is a promise that articulates why a customer should buy from you. But, as any seasoned marketer will tell you, there’s nothing simple about it.
[…]April 19, 2016
Value propositions are one of the most important contributions marketers make to the growth of their businesses. These critical promises compel customers to choose your offering over the offerings of your competitors. But how is creating a value proposition different for B2B vs. consumer businesses?
[…]April 12, 2016
We’ve spent a lot of time in the last month discussing why a Quantified Value Proposition (QVP) is one of the most effective marketing and sales tools you can invest in creating, and exactly how to go about doing so . But, assuming you’ve already put in that time and effort and you have a beautiful, functional QVP in hand, now what do you do with it?
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