Harvard Business Review

SEPTEMBER 27, 2017

Unilever has acquired Dollar Shave Club , a young startup, for $1 billion in a move to introduce a new model of subscription sales. One of Rochet’s first tasks was to create a leadership development program that equipped executives with the knowledge, mindset, and ways of working the company would need to grow in the digital age.

P&L 12

P&L Agility Fashion Media 12

Harvard Business Review

MARCH 23, 2016

As I approach the 10-year anniversary of HubSpot, the marketing and sales software firm of which I’m CEO, I’ve been reflecting back on the decisions I’ve made — both right and wrong. In the startup days of HubSpot, we argued for years about which target persona to pursue. Focus on the three duties of a leader.

Short-term 8

Short-term Long-term Collins Learning-by-Doing 8

Harvard Business Review

AUGUST 22, 2012

Today, the new Chief Customer Officer role — a position that I believe most smart companies will create in the upcoming decade — is well-suited to the skills of a CI leader. In his research, he reports that these individuals typically have extensive sales, marketing and operational backgrounds.

Company 14

Company Business Intelligence CRM Marketing 14

Harvard Business Review

OCTOBER 11, 2016

They gave us insight into current employer branding practices used around the world, as well as the steps leaders must consider if they hope to build a truly great employer reputation. These persona-oriented profiles make it easier to market content to specific target groups, and help you find the right talent.

Globalization 8

Globalization Brand Survey Engineering 8

Harvard Business Review

APRIL 5, 2016

Leaders struggling with how to respond to platform pressures should consider a more strategic response than yes or no. The ideal for a successful Avon representative was to sell a volume of product by mobilizing a network to become users of Avon products, and then to ultimately convert those users into additional sales representatives.

Business Model 8

Business Model Mission Statement Decentralization Brand 8

Harvard Business Review

SEPTEMBER 6, 2011

1: The head of marketing brings customer research to life for employees by creating customer personas. Grainger's leaders used Al to help employees in the firm's U.S. If the answer is yes, the team then determines the most effective methods for building competence in their sales team to deliver the new offer to customers.

Process 13

Process Marketing Bottom-up Brand Management 13

Harvard Business Review

JANUARY 12, 2011

Most leaders are interested in growing their businesses through innovation, but it's risky business: most innovation efforts fail. Your innovation teams need this level of clarity to guide their efforts and thinking and your leaders need it to inform decision-making related to innovation and how it contributes to your future growth.

Innovation 15

Innovation Brand Project Storytelling 15

Harvard Business Review

AUGUST 21, 2013

Digital teams are responsible for developing, testing, and implementing a strategy to reach and engage target audiences through digital channels like web, mobile, and social. While other groups may draft the messaging, a digital team works hand-in-hand with marketing and product leaders to curate and create digital-first content strategy.

Team 8

Team How To Content Software 8

Lead on Purpose

AUGUST 17, 2009

For example, if you lack real information on why sales haven’t materialized, try conducting win/loss analysis. David Meerman Scott wrote ; “Basing your work on buyer personas prevents you from sitting on your butt in your comfortable office just making stuff up.” Finally, ground support (a.k.a.

Marketing 173

Marketing Productivity Products Ethics 173

Miles Anthony Smith

NOVEMBER 7, 2019

” The bottom line is that most people don’t want to be “sold” by an ad anymore; they want to develop a relationship where a business earns their purchase by offering invaluable content. You are able to position yourself as a true thought leader in your industry, separating yourself from competitors.

Marketing 105

Marketing Content Audience Brand 105

Harvard Business Review

OCTOBER 2, 2018

At most companies the culture remains product-focused or sales-driven, or customer centricity is considered a priority only for certain functions such as marketing. To build a customer-centric culture, business leaders should take six actions: Operationalize customer empathy. According to PwC , only 38% of U.S.

Short-term 12

Short-term Learning-by-Doing Participative Human Resources 12