Tag Archives: Customer Foresight

CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What this means for CMO’s is the gaze of the CEO’s on the customer health of the business will be stronger than ever. Moving Beyond Lip Service For years, we have heard CEO’s in roundtables, presentations, interviews, and conferences espouse the need to get closer to…

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Tony
Article by Tony Zambito

The State Of Buyer Personas 2014

Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie.  Just as we are about to catch up with the buyer, new technology accelerates buyer progress.  Creating an ever present need to gain insight into newly forming behaviors on the part of buyers.  Otherwise, the chase ends. This year marks the twelfth year since the first buyer persona development methodology was created.  We have come very far yet we have far to go.  Understanding buyers in this new century is no easy climb.  One constant has remained during the…

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Tony
Article by Tony Zambito

CMO 2014: Brand Experience Will Matter First Before Content Marketing

For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done.  A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year.  Product marketing is just as the name implies – all about marketing the product.  If this is the central premise of your marketing plan for 2014, time to go back to the drawing board before it is too late. New Differentiation Decade after decade, marketing and sales focused on touting the superiority…

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Tony
Article by Tony Zambito

The Gap. Can You Fill It? 3 Ways You Can.

How the world has changed.  Yet, how things remain the same.  One thing remaining the same is the gap.  And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap.  You see, they have a gap between what is currently happening and what they desire to happen.  This happens on many levels.  For consumers, the gap can be quite urgent.  If your car broke down on a deserted highway, you will have an urgent need to fill the gap.  A car engine running will…

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Tony
Article by Tony Zambito

4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them)

In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air.  Getting caught flat-footed as markets migrate to competitors offering newer products and services.  Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the shift from product-centricity to customer-centricity.  This is despite taking extraordinary steps to do so.  Heralding new programs designed to focus the company on their customers.  Implementing customer experience initiatives.  Beefing up customer service capabilities.  Creating new services to improve delivery and implementation.  Yet, today such…

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Tony
Article by Tony Zambito

Should the Chief Customer Officer Be The Hub for Buyer and Customer Insights?

Since 2003, the role of the Chief Customer Officer has gone from numbering under 30 to numbering in the thousands today.  While still new and evolving, this role holds promise for significance in building true customer-centric businesses.  An interesting development during the past ten years is counterintuitive.  The role sounds logical for large enterprises.  According to Curtis Bingham, the Executive Director of the Chief Customer Officer Council, the largest concentration of CCO’s has been in mid-size companies. Bob Thompson, CEO and Editor-in-Chief of CustomerThink, recently covered Forrester’s report on How Chief Customer Officers Orchestrate Experiences by Forrester Principal Analyst Paul…

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Tony
Article by Tony Zambito

Bridge the Divide Between Marketing and Sales with the Buyer Insight Bridge

The issue of Marketing and Sales Alignment has been raging on for several years.  We have heard all kinds of reasons why.  From sales not receiving support they need, to marketing believing sales is not following up on its leads.  We have also heard we have to align with customers and buyers.  I agree.  I think it is more than that. The Big Shift Let us first acknowledge a big shift.  We are undergoing the biggest shift in buying behaviors in many a decade.  As I have previously written, in my article, 3 Steps B2B Chief Marketing Offers Need to…

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Tony
Article by Tony Zambito

5 Actions Chief Marketing Officers and Chief Sales Officers Can Take to Bridge the Big Insight Gap

On the minds of most executive leaders for B2B organizations is two pressing objectives.  They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end.  At the most basic level, it is fundamental to achieving growth and profitability. For CMO’s and CSO’s – there is a lot riding on both. Answering Big Questions B2B organizations are struggling with big questions.  They are not new.  They have existed since the dawn of business.  The struggle today has…

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Article by Tony Zambito

5 Obstacles to B2B Market Research and Actionable Customer Insights

The idea of market research has been around for a very long time.  Conceptually, market research is a strong component of overall business strategy.  A key element of market research is the gathering of valuable buyer and customer insights.  Ideally these insights will result in competitive advantage, innovation, and market leadership. Sounds good.  Except there is one issue we are all dealing with.  We do not live in an ideal world anymore. The global spinning world of networked buying behavior is calling for business to rethink how to gather insights.  While Big Data offers one avenue, it is still a…

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Tony
Article by Tony Zambito

Is Your Organization Listening To Your Buyers? (How It Can Using 4 Stages of the Buyer Insight Maturity Model)

We hear it all the time.  The mantra of being customer and buyer focused.  Every year it shows up in one document or another.  It is widely announced at the beginning of each year.  The national meetings and celebrations fire up the troops.  Then, like a slow warping LP record in the hot sun, it begins to lose its’ clarity and sound.  The mantra dies. There has been much focus on customers and buyers over the past few years.  The need to listen and understand buyers today is broadcast throughout the business world on a daily basis.  In a recent comment…

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Tony
Article by Tony Zambito