Today’s customer is no longer satisfied with “good enough.” If you’re going to earn their attention, their time, their money, or anything else they value, you’re going to have to be the best. There’s simply too much competition to strive for anything less. And being the best is, in many ways, the responsibility of the marketing department.[…]
April 16, 2015
The world of marketing is forever evolving. And with that evolution, the skill sets needed for marketing practitioners to continue adding value to an organization’s marketing program continue to change as well.[…]
Implementing a marketing excellence program is not a casual matter, or a task for the feint-of-heart. It requires time, commitment, and effort.
But the results are so valuable, it could be the best investment you’ve ever made in your business.
So how exactly is it done?[…]
March 26, 2015
In our last post, we discussed why customer experience is such a vital part of your marketing mix.
To take it a step further, let’s now consider some best practices that you can start applying right now to create a powerful customer experience in your own company.[…]
In highly competitive markets, differentiation is hard to establish. Customers are more knowledgeable and demanding than ever before, global competition is intensifying, products are increasingly becoming commoditized, and all of this drives down profit.[…]
One of the biggest threats to brands today is consumer indifference. With so much noise and clutter in the marketplace, how do you get your customer to pay attention? What creates brand loyalty strong enough to last for decades or perhaps even a lifetime?[…]
A.G. Lafley’s recent bold announcement that P&G will dramatically reduce its number of brands came as big news to many in the business world and particularly in the consumer marketing space. However, we believe the B2B marketing and product management space should take heed as well.
Often, B2B marketers and product managers are so focused on day to day execution that they don’t take enough time to review their portfolio at a high level and answer some key questions:[…]
Product Managers have traditionally focused on bringing new products to market, but their role is quickly becoming more complex. Our latest research suggests that the C-suite priority of driving profitable organic growth has begun to filter down into middle management. Heads of businesses and even product-line managers are being pressed for faster growth in revenues and even more growth in profitability. This margin leverage focus (i.e., profit margins growing at x% above revenue growth rate) is putting an end to “business as usual” and forcing many Product Managers to confront stark choices.
Here are some of the important shifts happening in product management today:[…]
In our work with numerous world-class organizations, we have identified a few core areas of discipline that leaders of Product Management teams can focus on to drive functional excellence:[…]