The sales funnel, the oldest, most illustrated and beloved marketing paradigm passed away today of old age. Originally, constructed to approximate the rational buying sequence for B2C and B2B customers, the Funnel leaves no immediate heirs. Shopping was never really linear. Prospects take multi-directional, multi-dimensional and idiosyncratic paths to surface needs, identify buying criteria, list […]
Archive | September, 2010
A simple but important principle of email marketing has emerged from recommendations we are developing with a client. This principle is one of those fundamental techniques that everybody knows but few put into practice. That principle is: Don’t boil the ocean. Allow each element to have one, and only one, purpose. The purpose of the […]
As in all production higher input achieves higher capacity. The goal is to reach 100% capacity. Maximum optimization of resources is expected to have a higher return. As an earthworm is complex, so is the organizational business. Managers can put too much pressure on workers in the production lines that breakdowns can occur. Running at full capacity is stressful and difficult to maintain. So, contrary to expected logic 100% is not productive.
“Consumers instinctively judge brands in much the same way they judge other people.” — Chris Malone, chief advisory officer of The Relational Capital Group Pop Quiz: How would customers rate your organization on characteristics like “honesty and trustworthiness” and “acts in the customer’s best interests?” While those may seem like far from relevant concerns in […]
As the advertising industry prepares to a weeklong celebration in New York, its sobering and weirdly appropriate that the masters of brands ignore their past. Few of us want to admit that the fundamental concepts, approaches, techniques and strategies we use day-in and day-out were invented and perfected before we were born by long-forgotten pioneers […]
Knowledge management is about the acquisition of knowledge by an organization that contributes to its success. The collection of knowledge that resides in an organization is called its intellectual capital. Knowledge management requires a careful balance of all three components. Some companies identify, develop and leverage human capital through an organized talent management system, which includes succession planning, career development planning, and performance measurement and review.
Hire a new set of eyes that can bring in new fresh ideas to the organization. This will help to initiate and create workplace choices. Fresh ideas will help accommodate employee differences.
In increasing numbers, (more than 500 million, in fact), people of all ages are “Facebooking” as a means of reaching out to long-lost high school friends and keeping in touch with far-flung family members. But the business case for Facebook is also building for purposes of marketing business, adding value and empowering customers. And it’s […]
Now that social networks have achieved global scale, the conversion shifts from quantity to quality. The process of sorting, filtering, weighing, segmenting and valuing social networks as marketing tools is important because American’s spend nearly a quarter of their time on social networking sites and blogs and 85% of users engage brands in the social […]
Thought leadership delivers six primary forms of value to service providers: It empowers service providers to leverage valuable sales resources more effectively It empowers them to enter more buying cycles. It empowers them to enter buying cycles early. It empowers them to take control of the buying cycle by shaping success criteria. It empowers them […]