Strategy Driven

JUNE 5, 2014

As data-driven marketers are taking full advantage of collecting, organizing, and analyzing demand management, many are adopting the classic marketing waterfall model from leading experts such as Sirius Decisions. In 2013, the Marketing Sherpa B2B Analytics Study revealed that 63% do nothing or occasionally leverage data to gain any insight.

Marketing 51

Marketing B2B Due Diligence Benchmarking 51

Harvard Business Review

APRIL 17, 2015

“Death of a B2B Salesman,” a new report from Forrester Research , lends urgency to the need for companies to rethink and radically transform their sales models by incorporating digital media into their processes. Here’s how B2B sellers should do that. Rather, his or her role needs to be redefined.

B2B 8

B2B Forrester Telemarketing Media 8

Miles Anthony Smith

NOVEMBER 7, 2019

The answer to that depends on your goals, budget, etc., They somehow manage to engage with their audience consistently by constantly putting out articles, infographics, or anything of value, not just in content marketing but also in sales. A deep understanding of ABM in B2B is its super-power.

Marketing 105

Marketing Content Audience Brand 105

Harvard Business Review

APRIL 2, 2015

B2B marketers, on the other hand, have shied away from the idea, instead approaching selling as a rational, numbers-driven process where the best value proposition wins. To find out what might motivate a customer to take on this mobilizer role, CEB surveyed over 4,000 individual customer stakeholders involved in a B2B purchase.

B2B 8

B2B Consensus B2C Customer Loyalty 8

Harvard Business Review

AUGUST 3, 2016

A new set of relationships is being formed within companies around how people working in data, analytics, IT, and operations teams work together. Data and analytics represent a blurring of the traditional lines of demarcation between the scope of IT and the responsibilities of operating divisions. Data and analytics embedded in IT.

Operations 8

Operations Agility Chemicals Supply Chain 8

Harvard Business Review

MAY 18, 2018

Changing consumer needs, combined with shifting workforce expectations, are altering the competitive landscape and dictating transformation of existing company operating models for consumer industries. Accenture, in conjunction with the World Economic Forum, has created a vision of the operating model of the future for consumer industries.

Strategy 8

Strategy Content Business Model Retail 8

Harvard Business Review

NOVEMBER 23, 2018

Our recent benchmarking of nearly 900 B2B companies underscores the importance of these tools. Those behaviors can serve as the basis of training, reinforced daily by front-line managers. A B2B technology supplier used Microsoft Workplace Analytics and other digital tools to track the behaviors of its sales reps.

Team 8

Team Price B2B Tools 8

Harvard Business Review

DECEMBER 13, 2017

Because I teach a course on Product Management at Harvard Business School, I am routinely asked “what is the role of a Product Manager?” ” The role of a Product Manager (PM) is often referred to as the “CEO of the Product.” Self-management: Being a PM can be incredibly stressful. Company Fit.

Productivity 8

Productivity Products Core Competence Management 8

Harvard Business Review

APRIL 18, 2011

The role exists in B2B and B2C firms as diverse as Allstate, Dunkin' Brands, USAA, Philips Electronics, FedEx, the Cleveland Clinic, and SAP. About one quarter of these CCOs formerly held operations positions. Three-fourths of those we examined sit on the executive management team within the company.

B2C 14

B2C B2B Forrester Budgeting 14

Harvard Business Review

APRIL 27, 2015

“They advised us to retain that as a strong part of who we are,” said Paul Choquette, a fifth-generation Gilbane who runs the Mid-Atlantic operation. billion, operated in an average of 15 countries, and had an average of 12,000 employees. “There’s a feel to a family business that clients in our space like.

B2B 8

B2B Press Release Construction Brand 8

Harvard Business Review

DECEMBER 4, 2017

It’s common for leaders of sales teams to focus almost exclusively on short-term tactics and current operations while failing to think and act in a way that supports the longer-term needs of their businesses — and it’s hard to fault them. Splunk , a San Francisco-based B2B software firm, is a case in point.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

DECEMBER 4, 2017

It’s common for leaders of sales teams to focus almost exclusively on short-term tactics and current operations while failing to think and act in a way that supports the longer-term needs of their businesses — and it’s hard to fault them. Splunk , a San Francisco-based B2B software firm, is a case in point.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

OCTOBER 21, 2013

The managers who express this idea in our simulated competitive games aren’t thinking of some simple shelving-units-on-wheels format – the kind of oversized salesman’s bag that’s been hauled out to prospects for decades. Its goal for the vans is to replicate the same kind of experience for the customers who can’t come to them.

B2B 8

B2B B2C Education Travel 8

Harvard Business Review

AUGUST 12, 2016

But a new analysis from the German Savings Banks Association shows that, in the last fiscal year, its midsize company clients managed, on average, profit margins of 7.3%. The German Mittelstand is at the forefront of a modern management model that builds flatter, more-innovative, and more-networked enterprises. This success is no blip.

Industry 8

Industry Long-term Short-term Class 8

Harvard Business Review

MARCH 22, 2017

Brocade’s Net Promoter Score went from 50 (already a best in class score) to 62 (one of the highest B2B scores on record) within 18 months. In a fragmented media and social landscape, marketers can no longer reach their goals for awareness and reputation just through paid media and PR. The results? Turn everyone into an advocate.

Creativity 10

Creativity Marketing Agility Budgeting 10

Harvard Business Review

JANUARY 9, 2014

Companies have long developed and managed their sales people differently from other employees, placing great emphasis on individual performance. On the most effective sales teams, particularly B2B, the individual no longer reigns supreme. The goal was to help sales reps exchange information about complex accounts.

Team 8

Team Metrics Compliance Attrition 8

Harvard Business Review

FEBRUARY 24, 2014

by 70% for select B2B customers. This discount is directly targeted to tablet makers (to be more competitive against iPads) as well as notebook manufacturers (to take on rivals that use Google’s Chrome operating system). Just as impressive, Sony’s goal had been to sell 5M units by the end of March but in fact sold 5.3M

Discount 8

Discount Airlines Price Licensing 8

Harvard Business Review

SEPTEMBER 9, 2014

And a quarter of companies, according to the same survey, confess that not one of their new offerings met its profitability goals. The 2014 survey polled approximately 1,600 executives and managers from over 40 countries and across a range of industries. About two-thirds were in B2B businesses.).

Price 8

Price Productivity Products Simon 8

Harvard Business Review

DECEMBER 17, 2018

Companies are beginning to utilize their employees’ behavioral data — generally known as people analytics — to better understand and improve their sales operations , with strong results. Microsoft, where we work, is no exception, and B2B sales is one of the areas where we are seeing the most value. What’s next.

Analysis 8

Analysis B2B Engineering Learning-by-Doing 8

Harvard Business Review

JUNE 16, 2014

Your job as manager is to ensure that team members are “providing regular constructive feedback,” says Roger Schwarz, an organizational psychologist and the author of Smart Leaders, Smarter Teams. One of your goals is to develop your team’s capacity to give feedback and help people get used to articulating how they feel the team is doing.”

Team 9

Team How To Case Study Open-book 9

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. Marketing then partnered with sales to reset customer acquisition goals at each micromarket, basing them on each market’s potential.

Marketing 8

Marketing Guidelines B2C Analysis 8

Harvard Business Review

SEPTEMBER 22, 2011

In most larger companies, you'll need to generate roughly 200+ responses per operating unit per period. Bain research shows that leading companies can achieve 60% or better response rates in B2B companies and 30% or more in most B2C situations. Your customer metrics must correlate with financial and strategic goals.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

MAY 6, 2013

You must move from B2C to B2B, or vice versa. I recently employed this principle with a large asset management firm. The results were dramatic: the following year, the company reached its annual sales goals three months into its fiscal year. Beside each operator was a large pile of partially assembled furniture.

Disruptive Innovation 8

Disruptive Innovation Hotels B2C Price 8