Harvard Business Review

AUGUST 24, 2012

And what they already offer may have no explicit link to an individual customer's business objectives, since the bundles of products and services are constructed to meet generic needs. If not, for all the interest shown by the supplier, the customer is going to view the solution simply as a volume discount offer.

B2B 14

B2B Business Objectives Focus Group Marketing 14

Harvard Business Review

NOVEMBER 7, 2011

Most companies' marketing materials make generic claims like "an industry leader with decades of experience helping global customers achieve business objectives through unique solutions and uncompromised value." Can I get a discount?" Sound familiar? Blah, blah, blah. Why should they? Your message sure isn't. Their reply?

Marketing 14

Marketing ROI Short-term Long-term 14

Harvard Business Review

AUGUST 19, 2015

Too many people discount their value. You can coach others on writing better business memos even if you’re not Shakespeare, or lead an office running group even if you’re not Usain Bolt. if he hadn’t taken the time to show them how it was relevant to the company’s business objectives.

Company 8

Company Brand Reputation Conference 8

Harvard Business Review

DECEMBER 28, 2016

Most customer experience (CX programs) are positioned as strategic, but quickly veer away from business objectives and become simply about tracking CX metrics. Customer Lifetime Value : This is the net present value of all future customer revenues with account for attrition and your discount rate.

Attrition 10

Attrition Metrics Net Present Value KPI 10

Harvard Business Review

DECEMBER 24, 2015

Sell in by connecting the benefits of social media marketing to the concerns and objectives of your organization. Since senior management tends to discount the value of social media marketing, stay away from using terms like “followers” and “engagement.” That’s just what Rapaport did.

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

SEPTEMBER 19, 2016

Pricing decisions tend to be made in regional or global headquarters in order to achieve global or at least regional consistency, but this can undermine business objectives when they do not consider local economic conditions and the prices offered by competitors. Their decisions are too centralized.

Price 8

Price Globalization Depreciation Marketing 8