Market Research

Who Should Build Buyer Personas? Marketing or Sales?

Over the past year, I have been getting this question asked more frequently.  To be honest, it actually is a very disturbing question to me. Before I explain why, I would like to start with two trivia questions: A. When buyer personas were first launched in 2002, which group was the biggest advocate of this …

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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 …

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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 …

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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 …

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Who Should We Interview When Developing Buyer Personas? (Find Out Who Matters)

When it comes to buyer persona development, recruiting and interviewing the right people matters.  I get this question frequently.  It may sound like an easy question to solve.  It is not and has a way of raising more questions. Avoid the Easy Route Typically, I have heard the response of getting started by going to …

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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 …

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3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes

Sherlock Holmes is the most famous fictional detective of all time.  Introduced to the world in 1897 by Sir Arthur Conan Doyle.  Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes. Given the complex nature of B2B Marketing and Sales today, …

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