Influencers Wanted

Coaching Tip

are seeking out "influencers" among their employees who are particularly well-connected and trusted by their peers. The influencers reap benefits, too: more money, promotions and opportunities to rub shoulders with top executives. Influencer Traits. Influencers Sell Well.

Measuring Your Employees’ Invisible Forms of Influence

Harvard Business Review

Specifically, traditional organizational reporting structures limit managers’ visibility into how their employees are influencing and contributing to other teams. One window into an employee’s impact within an organization is understanding how they collaborate and influence others within the organization. The study found that the number of cheers an employee received was highly correlated with high network influence.

If You Don't Want To Influence Others, You Can't Lead

Harvard Business Review

The division had just introduced a line of products aimed at an important new market segment. Since the company sold primarily through direct marketing, the design of such materials as catalogs — and, increasingly, web pages — had a direct impact on sales. First, of course, there was the need for better marketing materials, but it was clear as well that Laura lacked something required of all managers — the fundamental will or need to influence others.

Business Model Generation : Blog | Executive Coaching | CO2 Partners

CO2

These are: Customer Segments – An organization serves one or several customer segments. RSS Feed Schedule a Call Free E-Book Assessment Test Coffee Schedule Coaching Lunch About Us CO2 Story Our Approach Our Successes Our Executive Coaches Gary B.

What the Best Nonprofits Know About Strategy

Harvard Business Review

Customers: Segment them differently. While most for-profit companies start with product and then subsequently segment customers based on profit potential (higher lifetime value and lower acquisition costs), the most successful nonprofits commit first to reaching an underserved population, which often includes higher acquisition costs and lower lifetime value. Marketing: Forge aligned partnerships. When markets function optimally, for-profit companies can achieve great things.

The Health Care Industry Needs to Start Taking Women Seriously

Harvard Business Review

According to our report The Power of the Purse: Engaging Women Decision Makers for Healthy Outcomes , which was based on a multi-market survey of 9,218 respondents in the U.S., Women account for a significant chunk of the market.

Grow Your Business by Changing Habits

Harvard Business Review

Because habits change with acculturation, age, influence and other factors. These categories of products don't rely on focus groups because only visionaries can truly imagine their usefulness — they create entirely new habits and disrupt markets. And not every market segment needs to be invaded at the same time: iPhones and digital cameras certainly didn't work for every market segment right out of the gate.

You've Been Reorganized. Now What?

Harvard Business Review

There is no way to simultaneously align the organization's structure with products, functions, geographies, market segments, customers, capabilities, personalities, and technologies (to name a few). For example, one consumer packaged goods company centralized its marketing team so that it could reduce costs, but also focus on products with the greatest growth potential. One of senior management's favorite pastimes is moving around the boxes — and the people inside them.

Find the Customers Your Competitors Are Offending

Harvard Business Review

Pizza Hut''s campaign unwittingly shut the door on thousands of customers who were either: 1) people within the target market that the ad alienated (ex: millennials who care about politics more than pizza); or 2) people excluded from the target market altogether (ex: non-Gen Yers).

What Creativity in Marketing Looks Like Today

Harvard Business Review

What makes marketing creative? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous. Marketers need to master data analytics, customer experience, and product design. Do these changing roles require a new way of thinking about creativity in marketing?

Learn to Adjust Your Focus

Harvard Business Review

A market segment can be characterized broadly (women 25-34) or specifically (women in an early career phase who are newly-married and starting a family). For example when Steve Knox and his team at Tremor wanted to improve word-of-mouth marketing campaigns, they treated the concept of communication abstractly and focused on what factors make people want to talk about things. With abstract and specific thinking, it's easy to influence the way you conceptualize a situation.

Get the Maximum Value Out of Your Big Data Initiative

Harvard Business Review

All participants were executives with budgetary and decision-making responsibility or direct visibility and influence for Big Data initiatives. Companies have been striving to harness and leverage the power of their data assets for decades. Now major U.S.

Don't Live Your Life, Lead It

Harvard Business Review

It's far more likely that you and the people who influence you use the former. Marketers segment you, target you, and analyze you. Think for a moment about the first words you say when you talk about your life. Are you more apt to say "I live my life." or "I lead my life."? There are 90 times more Google hits today for "I live my life" than "I lead my life."

Beyond Mass Customization

Harvard Business Review

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market. Multiple Markets Within. After all, what could possibly be next after recognizing that every customer is his own market?

Using Supply Chains to Grow Your Business

Harvard Business Review

He is poised to become the leader in this segment of a multi-billion dollar market. Corporate procurement processes are opaque, secretive, and can be influenced by political pull as well as pure performance.

Three Cases of Better Corporate Philanthropy

Harvard Business Review

Here are three examples of to inspire you to improve your philanthropic programs: Strategic Focus : In 2004, after deciding on the importance of a high leverage approach to philanthropy, the Nike Foundation conducted a "business analysis," applying Nike's core competencies in consumer insights and market segmentation to come up with a market-based approach to giving. This season of giving often brings a focus on corporate philanthropy — on giving.

Understanding Customers Is Everyone's Job

Harvard Business Review

Going to market effectively these days, no matter what business you''re in, means relating to customers as individuals — even if there are millions of them. Creating products and services for market segments of one (" mass customization ") isn''t easy. The only way it can happen: marketing, IT, operations, and human resources functions must collaborate in unprecedented ways. Collaboration Marketing Operations

Marketing Without a Master

Harvard Business Review

Marketers love the notion that a great idea can be carefully crafted and nurtured by one man or woman. Agency truly lies with the agency — or so marketers would like to think — whether that be an ad agency, PR firm, or graphic team. But right now, I'm working on a marketing campaign that knows no master, a ship without a captain. The success of a project like #GivingTuesday relies on strong interconnected networks of digital influencers.

If Your Mobile Strategy Can Win Here, It Can Win Anywhere

Harvard Business Review

As a marketer, I work to engage women online with brands and causes. Ideally, a brand and a woman of influence interact directly, one to one. If you''re marketing to women through social media, imagine your conversations mediated by a smartphone screen.

Navigating the Dozens of Different Strategy Options

Harvard Business Review

In a visionary setting, firms win by being the first to create a new market or to disrupt an existing one. This approach works when the visionary firm can single-handedly build a new, attractive market reality.