Eric Jacobson

JANUARY 15, 2012

With 15 years of marketing experience and an MBA Degree, Debbie developed her marketing expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the non-profit arena, and the insurance industry. Welcome Debbie Laskey to my blog! Debbie Laskey : First, marketing is not sales.

Marketing 71

Marketing Real Estate B2C B2B 71

Harvard Business Review

JANUARY 6, 2016

Those forces are dramatically changing the way B2B companies and their customers approach buying and selling, too. Buyers can also use self-service digital channels for new or repeat purchases and for training and support. Developing new sales force competencies is just a start. Sellers must respond.

B2B 8

B2B Information Information Technology CRM 8

Harvard Business Review

JANUARY 21, 2015

How well is your company managing its sales pipeline? The survey included 62 B2B companies, 39% of which have revenue greater than $1 billion and 37% of which have revenue greater than $250 million.) ” Executives were also asked to rate their company’s effectiveness in managing the sales pipeline.

Process 8

Process Company CRM B2B 8

Strategy Driven

JUNE 9, 2014

The internet and its immediate access to any information – including one’s reputation – the economy, Google and online searchability in general, social media, smart phones, one-click buying, Amazon feedback and other ratings sites, and smarter customers and consumers both B2B and B2C. DEVELOP AND MAINTAIN A PRISTINE REPUTATION.

Customer Loyalty 63

Customer Loyalty B2C Reputation CRM 63

Harvard Business Review

JULY 29, 2013

We spoke with Mike Moorman, a senior leader in ZS Associates'' B2B sales and marketing practice and a leading authority on sales management, about how inside sales (which refers to sales positions done remotely from headquarters, without face-to-face meetings with clients) is transforming the way that B2B companies interact with their customers.

B2B 8

B2B Power Market Segmentation Customer Intimacy 8

Harvard Business Review

FEBRUARY 5, 2018

Practically every organization today has a set of core values that ideally function as the “operating instructions” of the company. The goal of articulating the essential and enduring principles of your organization is to inform, inspire, and instruct the day-to-day behaviors of everyone who works at your company.

B2C 14

B2C Ethics Teamwork B2B 14

Strategy Driven

OCTOBER 8, 2012

Jeffrey, I am a marketing and sales rep for a company that sells emergency cleanup services. Jeffrey, My company helps small B2B businesses plan a video strategy and develop web series and webinars to tighten their bond with their customers. Find that out and you will find out if you have a good person or not.

Video 50

Video Objective Loyalty B2B 50

Harvard Business Review

APRIL 26, 2011

And while these companies were the first to acknowledge the business benefits of delivering a great customer experience, business-to-business (B2B) organizations are increasingly getting in on the game. Much of the conversation about customer-centricity focuses on business-to-consumer (B2C) firms.

B2B 15

B2B Airlines Travel Stage-Gate 15

Harvard Business Review

APRIL 25, 2014

Digital channels have upended the well-trod ruts of sales and marketing organizations — already, nearly a third of all B2B purchases are done digitally. Our analysis of 73 B2B technology companies shows that across sectors, the top 25% of companies achieve more than twice as much return on sales investment compared to the bottom 25%.

Marketing 11

Marketing ROI B2B Team 11

Harvard Business Review

JULY 31, 2012

Sophisticated sales organizations now have the ability to combine, sift, and sort vast troves of data to develop highly efficient strategies for selling into micromarkets. In fact, we've found that micromarket strategy is perhaps the most potent new application of big-data analytics in B2B sales. Yet the payoff is huge.

B2B 13

B2B Chemicals Analysis B2C 13

Harvard Business Review

NOVEMBER 20, 2018

For one thing, in an era when trust in traditional sources has eroded — in government, media, and in companies and the marketing they employ — word-of-mouth from trusted peers wields greater clout than ever. First, I just said, “hey, we’re going to be a ‘delight’ company!”

B2C 14

B2C Energy Marketing Efficiency 14

Harvard Business Review

DECEMBER 4, 2017

” The biggest problem with a short-term approach is that managers develop blind spots around crucial processes such as recruiting, hiring, and training and development. Splunk , a San Francisco-based B2B software firm, is a case in point. There are ways to avoid these blind spots, however.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

DECEMBER 4, 2017

” The biggest problem with a short-term approach is that managers develop blind spots around crucial processes such as recruiting, hiring, and training and development. Splunk , a San Francisco-based B2B software firm, is a case in point. There are ways to avoid these blind spots, however.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

JULY 18, 2014

Many companies have even managed to break down silos to the extent that customer data is now under the purview of the marketing department, which I prefer to call—and which should be called—the customer department. B2B companies have been doing it for years. The best B2B firms are very responsive to customers.

Marketing 8

Marketing B2B Outsourcing Trends 8

Harvard Business Review

APRIL 18, 2011

The customer's voice has a new champion sitting at the highest levels of power in companies. The role exists in B2B and B2C firms as diverse as Allstate, Dunkin' Brands, USAA, Philips Electronics, FedEx, the Cleveland Clinic, and SAP. Who are these new customer experience executives — and why do companies appoint them?

B2C 14

B2C B2B Forrester Budgeting 14

Harvard Business Review

JULY 25, 2012

One cliffhanger of last night's earnings announcement from Apple is whether the company can keep making intuitively brilliant product tweaks without Steve Jobs. But unlike Apple, most companies don't rely on the CEO to do the tweaking. He shaved 10 seconds of boot time off the Macintosh. We call them reframers and filters.

Productivity 13

Productivity Products Market Segmentation Sample 13

Harvard Business Review

NOVEMBER 28, 2012

There's no better place to get a sense of the potential downside of social media for business than in B2B sales environments. To avoid those pitfalls, managers need to spend time and money providing training, direction, encouragement, and feedback in a field that is changing constantly. Monitoring.

Media 8

Media B2B Seminar Metrics 8

Harvard Business Review

APRIL 18, 2011

Many companies now have senior officers in charge of customer experience. To develop a new customer experience, companies need a real-time engagement process that encourages customers and employees to devise new interactions between them and facilitates the emergence of innovative customer experiences.

B2B 13

B2B Consensus Productivity Products 13

Harvard Business Review

OCTOBER 21, 2013

The company already had a demo center outside London and a slick tradeshow setup to showcase how these work together in an effective system. A food company, for example, outfits vehicles with entire kitchens to demonstrate the most effective and creative ways to use its specialty food ingredients in food service operations.

B2B 8

B2B B2C Education Travel 8

Harvard Business Review

APRIL 20, 2017

strong opposition to the Iran nuclear deal; a ban on travelers from several Muslim-majority countries), many companies are still looking to invest in the region. Many companies are assessing their exposure to specific policy decisions (e.g., Since Trump was elected, Dunkin Donuts has opened its first outlet in South Africa; U.S.

Depreciation 9

Depreciation Contingency Plans Policies Marketing 9

Harvard Business Review

APRIL 26, 2016

Sales was traditionally seen as a form of service work, with an emphasis primarily on developing moral character. ” As Walter Friedman documents in Birth of a Salesman , sales wasn’t seen as a function that required specialized training or education until well into the 20 th century.

Education 8

Education Levitt Retail Training 8

Harvard Business Review

JULY 17, 2012

Once the company is up and running, most founders obsess over perfecting the product or service, and perhaps devote energy to secondary tasks such as building a website. Too often, there's a task that's far down this list of priorities that deserves to be much higher: Making the company's first sale. Be Choosy for a Strategic Buyer.

Entrepreneur 15

Entrepreneur Discount B2B Long-term 15

Harvard Business Review

JULY 17, 2012

Once the company is up and running, most founders obsess over perfecting the product or service, and perhaps devote energy to secondary tasks such as building a website. Too often, there's a task that's far down this list of priorities that deserves to be much higher: Making the company's first sale. Be Choosy for a Strategic Buyer.

Entrepreneur 15

Entrepreneur Discount B2B Long-term 15

Harvard Business Review

APRIL 11, 2011

Some are cutting-edge global high tech; others are classic B2B service providers. Without exception, these companies want to be seen as innovative and customer-centric in equal measure. Instead, three customers onstage talked about what it took to get their people up to speed on using the host company's latest software release.

Software 14

Software Critical Success Factor Early Adopters B2B 14

Harvard Business Review

JULY 30, 2013

You dive deep into a customer development process, working closely with a few customers who feed you requirements and are willing to trial an imperfect product that is evolving quickly. 80-90% software products vs. 40-50% advertising products) and company maturity (e.g., I''ll discuss each one below. 1) Enterprise Sales.

Marketing 8

Marketing Productivity Products Learning Curve 8

Harvard Business Review

MARCH 1, 2016

research on B2B purchases indicates that 25% of the buying decision depends on the interaction with the sales professional. That puts your strategy in the hands of inexperienced company strategists who are focused, often solely, on how to reach a quota. McKinsey & Co. Are you comfortable with that? It’s a balancing act.

Strategy 8

Strategy Execution How To CRM 8

Harvard Business Review

MAY 4, 2016

And on the rare occasions when you do land an interview, you stumble over questions about what you’d bring to the hiring company and why you’re the perfect fit. But the bullet becomes much more impressive because he placed it in the larger context of what his company’s overall challenges were. 75M to more than $14.5M

Brand 8

Brand Press Release Marketing B2B 8

Harvard Business Review

OCTOBER 30, 2014

Yet for all the shared responsibility, the marketing and sales relationship has often been a contentious and lopsided one, with sales dominating in B2B sectors while marketing leads in B2C ones. The company shifted resources to its most lucrative markets, where two-thirds of the opportunity lay.

Marketing 11

Marketing Guidelines B2C Analysis 11

Harvard Business Review

MARCH 22, 2017

Customers today are not just consumers; they are also creators, developing content and ideas — and encountering challenges — right along with you. Creativity in marketing requires working with customers right from the start to weave their experiences with your efforts to expand your company’s reach. The results?

Creativity 14

Creativity Marketing Agility Budgeting 14

Harvard Business Review

JUNE 23, 2015

To some, ball bearings are boring, even though these small steel spheres are what keep everything from factory machines and wind turbines as well as cars, trucks, planes, and trains moving smoothly and safely. Such challenges, he says, require industrial companies to take a fresh approach to strategy. That lag poses dangers.

Industry 8

Industry System Business Model B2C 8

Harvard Business Review

JULY 8, 2015

Last year, research by my people analytics company VoloMetrix identified three things that were highly correlated with top performing reps: More time spent with customers; larger internal networks; and more time spent with managers and senior leadership. What behaviors drive successful salespeople?

Metrics 8

Metrics B2B Competitive Advantage Analysis 8

Harvard Business Review

JUNE 16, 2014

In many countries, business policies vary a great deal among individual cities, which is where companies actually operate. During the last decade, founders in the city have built a number of highly successful companies like Twitter and Dropbox. are placed into local companies. Unfortunately, this makes them incomplete.

Entrepreneur 8

Entrepreneur Bureaucracy Real Estate B2B 8

Harvard Business Review

JUNE 16, 2014

In many countries, business policies vary a great deal among individual cities, which is where companies actually operate. During the last decade, founders in the city have built a number of highly successful companies like Twitter and Dropbox. are placed into local companies. Unfortunately, this makes them incomplete.

Entrepreneur 8

Entrepreneur Bureaucracy Real Estate B2B 8

Harvard Business Review

DECEMBER 23, 2016

The consequences are far more revolutionary than have been considered by multinational companies and entrepreneurs. In order to create value in India in the coming decade, companies must have a mobile-first strategy. Nimble companies and organizations will stand to gain by this unique opportunity. population.

Strategy 8

Strategy Banking Venture Capitalist Bottom-up 8

Harvard Business Review

MARCH 17, 2016

It takes a special kind of company, from the CEO on down, to make a low-price position sustainable and profitable. The skills and traits to pull that off — such as cost-consciousness, relentless efficiency, and customer-driven design — must be anchored in the company and its culture from the very beginning.

Price 8

Price Airlines Govindarajan Advertising 8

Harvard Business Review

DECEMBER 13, 2017

As an aspiring PM, there are three primary considerations when evaluating the role: Core Competencies , Emotional Intelligence (EQ), and Company Fit. The best PMs I have worked with have mastered the core competencies, have a high EQ, and work for the right company for them. Company Fit. Core Competencies. Not necessarily.

Productivity 8

Productivity Products Core Competence Management 8

Harvard Business Review

JUNE 6, 2013

Second, there has been little motivation for Chinese firms to develop branding capability, in part because most top companies have not been in a competitive context in which branding was important. In addition, most of the very large firms in China are content to compete as B2B players where the value of branding is not obvious.

Brand 8

Brand Globalization Brand Management Long-term 8