Skip Prichard
JANUARY 14, 2020
Bean, Mayo Clinic, MOD Pizza and Bob’s Red Mill to the layer of B2B companies whose names are lesser known but equally great – I can assure you that flashy perks have little to do with performance. Support for customer-focused innovation. Instead, I’ve discovered that every company’s culture is, on the surface, quite distinct.
Eric Jacobson
MARCH 18, 2013
Technology and innovation is only accelerating. From awareness to interest to decision and action to advocacy and loyalty organizational structures hone in to optimize each step but are rarely unified in their approach or overall higher purpose. What is B2B or B2C truly about any way? it's not slowing down. It's a time to lead!
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Harvard Business Review
OCTOBER 10, 2014
Loyalty and reward programs provide this type of context for B2C companies, while strategic account and relationship management programs do the same for B2B companies. We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers.
Harvard Business Review
OCTOBER 7, 2014
We went straight to the frontline people to ask if it would grab consumers — and also if it would work with our B2B intermediary customers in stores where the custom orthotics stations would be placed. The new strategy drove sales growth and customer loyalty. They said, “Yes.”
Harvard Business Review
MARCH 22, 2017
Is it more imagination or innovation? 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. What makes marketing creative? Is a creative marketer more artist or entrepreneur? The results? Invest in the end-to-end experience.
Harvard Business Review
JUNE 21, 2011
As I wrote about in Innovation X , when the team developing the second-generation Ford Taurus bought a Toyota Camry (with great difficulty) to try it out, it brought to light critical quality factors that significantly changed how the team approached its work. Encourage Competitive Use, Don't Punish It. Go Further.
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 fundamental truth about technological innovation is that it needs to help sales people make better decisions on the front lines.
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