Harvard Business Review

MAY 12, 2015

That’s why CMOs need to develop four types of leadership, which are based loosely on Gartner’s Intelligent Brand Framework. The idea is to identify your power center — which one best represents your natural capabilities — and develop skills to flex across these leadership styles.

Leadership Styles 8

Leadership Styles Leadership Brand Audience 8

Harvard Business Review

FEBRUARY 10, 2016

In many offices, using digital tools to chat or collaborate with colleagues is the norm — even with people you sit right next to. Tools like Skype, Slack, and old-fashioned email are convenient and a bit addictive. We also saw this pattern in the sales departments of other B2B sales organizations we worked with.

B2B 8

B2B Emotional Intelligence Tools Audience 8

Harvard Business Review

JULY 31, 2012

While B2C companies have become adept at mining the petabytes of transactional and other purchasing data that consumers generate as they interact online, B2B sales organizations have only recently begun to use big data to inform overall strategy and tailor sales pitches for specific customers in real time. Yet the payoff is huge.

B2B 13

B2B Chemicals Analysis B2C 13

Harvard Business Review

FEBRUARY 7, 2014

But with most B2B and B2C organizations using virtually the same branding tools, they’re arguably seeing less advantage as a result of their efforts — if they’re realizing any advantage at all. They then created an audio DNA with the goal of communicating their leadership along with the comfort and caring that distinguished the brand.

Brand 8

Brand Advertising B2C B2B 8

Harvard Business Review

SEPTEMBER 22, 2011

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 CFO and finance team can take a leadership role here. On the macro level, you can estimate the value of achieving customer loyalty leadership in terms of market share gains or revenue growth.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Eric Jacobson

JULY 19, 2016

Debbie Laskey is one of my go-to experts when I seek advice about a number of business topics, including marketing, social media, and nonprofit marketing and leadership. provided the tools for me to do my job and then got out of the way. So, it's my privilege to share today some of Debbie's insights on all these topics.

Marketing 50

Marketing CPA Leadership Budgeting 50

Harvard Business Review

APRIL 4, 2014

To better understand how design leads to returns, my company, Motiv Strategies, and the Design Management Institute worked together to produce a new tool that tracks the results of design-centric companies against those that are not. Starting with a list of over 75 publicly-traded U.S.

Venture Capitalist 8

Venture Capitalist Fashion B2B Hedge 8

Harvard Business Review

AUGUST 5, 2015

This is a big transition for firms whose marketing, sales-training and enablement tools, and wider organizational processes reflect outdated assumptions about purchasing in their markets. The AIDA model and its variants are the basis for sales funnels at many B2B firms. Don’t believe the hype.

B2B 8

B2B AIDA AIDAS Disintermediation 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. This program gives employees across all disciplines and levels tools to educate them on the company, its culture, products and services, and how they solve its customer’s needs.

Creativity 9

Creativity Marketing Agility Budgeting 9

Harvard Business Review

JUNE 6, 2013

First, other global firms have a deep bench of seasoned brand strategist supported by rich and varied set of brand management systems and tools that are lacking in Chinese firms. 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

Harvard Business Review

OCTOBER 5, 2015

These changes are driven by seismic shifts in consumer behavior and an explosion of both consumer- and B2B-facing technologies. There is no question that the media industry is experiencing dramatic disruption on many fronts—in the way it creates content, distributes content to consumers, and monetizes audiences. Distribution strategies.

Media 8

Media Advertising Audience Technology 8

Harvard Business Review

DECEMBER 13, 2017

That said, having a basic technical understanding of what is “under the hood” and mastery of the tools that PMs use is definitely important for the role, anywhere. Eriksson, Banfield and Walkingshaw ’s book Product Leadership has a section that has a lot more detail on this topic).

Productivity 8

Productivity Products Core Competence Management 8

Harvard Business Review

AUGUST 10, 2018

ADP, a leading provider of payroll capabilities, allows customers to use its DataCloud tool to compare themselves to other firms not only how much employees are paid, but also metrics like their average job tenure, attrition rates, how much they invest in retirement accounts, and at what age they retire.

Benchmarking 8

Benchmarking Software B2B GAAP 8

Harvard Business Review

APRIL 19, 2018

With online technologies and targeted lists, this should be a cost-effective tool for separating the suspects from the prospects, accelerating customer conversion through the sales funnel, and, equally important, optimizing “data-driven marketing” by tying each piece of content to metrics like opens, reads, downloads, and so on.

Content 8

Content Marketing Case Study B2B 8

Harvard Business Review

DECEMBER 4, 2017

Splunk , a San Francisco-based B2B software firm, is a case in point. ” That’s a process which requires leadership time and resources, not just a speech about talent at an off-site. A regular review cadence in the sales organization drives the process up the chain and makes it an ongoing developmental tool.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

DECEMBER 4, 2017

Splunk , a San Francisco-based B2B software firm, is a case in point. ” That’s a process which requires leadership time and resources, not just a speech about talent at an off-site. A regular review cadence in the sales organization drives the process up the chain and makes it an ongoing developmental tool.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

MAY 9, 2012

On an internal basis, the rush to deploy social business tools matches the hype of the past decade in installing collaboration tools and assuming one's employees would easily adapt if only the right tool was deployed. The recurring problem — culture always trumps technology in adoption of new tools.

B2C 14

B2C Early Adopters B2B How To 14

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. It’s clear that time with customers matters.

Metrics 8

Metrics B2B Competitive Advantage Analysis 8