Why Do I Need to Have an Ideal Customer? Here’s 2 Reasons

Women on Business

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Marketing to Women: A book review by Bob Morris

First Friday Book Synopsis

Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment Marti Barletta Kaplan Business (2002) How to Succeed in the World’s Largest Market Segment In this uniquely informative volume, Barletta answers three separate but related questions: “What makes women a worthwhile market?”, “Why market differently to women?” repeat business and evangelistic loyalty the GenderTrends™ Marketing Model

Blog 16

Trending Sources

How to Drive Strategies By Assessing Your Company Capabilities

N2Growth Blog

What segment of the market do they serve? By market segment? Liquidity: What will be the immediate impact of an unexpected market downturn or product launch failure?

Transformational Leadership

Coaching Tip

It is not corporate strategy , sales compensation plan , or the market segmentation. In the world of work, the single greatest asset of successful individuals, teams and organizations is their mindset --what happens in between their ears. It is what each leader, team member, and employee should focus on, believe and create for themselves and others.

PrimeTime Women: A book review by Bob Morris

First Friday Book Synopsis

PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders Marti Barletta Kaplan Publishing (2006) The nature and extent of a “prime marketing opportunity&# Those who have already read Marti Barletta’s Marketing to Women will welcome this sequel in which she develops in much greater depth her core concepts with regard [.].

Think Rhythm: Put Thinking Time to Work

Coaching Tip

A common mistake is for companies to think about the market segments that they are in instead of understanding the person who really uses their products and services. "Time is what we want most, but what we use worst." William Penn.

Thoughts on Your Personal and Professional Success in the New Year

Management Excellence

I was truly gifted in 2011 to gain access to and work with and support some remarkable professionals across a number of different market segments…from high tech to professional services to manufacturing, and I learned something with every engagement and encounter.

7 Executive Coaching Types


In the past decade or so, coaching has become increasingly professional and leadership development is now the largest market segment. Life Coaching–This is a newer part of the coaching market, and does not have a significant corporate following either.

The One GRAND Leadership Illusion That Sinks Organizations & Performance

The Empowered Buisness

It’s within your control to look for market segments or industries still in a growth mode. Leaders lie to themselves. And they don’t even realize it. . I know this statement may sound harsh at first.

Blonde Joke on Starbucks

In the CEO Afterlife

This characteristic was at the core of his brand’s point of difference versus the market leaders, Folgers and Maxwell House. Marketing 101 says, “Never try to be all things to all people,” but at Wall Street’s urging, zealous marketers keep trying to break that golden rule.

The Business Of Careers

The Leadership Advisor

They are developing themselves as a brand, they are marketing themselves to the market segment who is most likely to find value in that brand and they are constantly refining their strategy to move that brand forward in a way that is profitable and fulfills a long term goal/strategy.

How To Avoid Social Media Mistakes

Eric Jacobson

In his new book, Social Marketology , Ric Dragon , CEO of DragonSearch , recommends business leaders and marketing team leaders follow these eight tips to avoid making social media mistakes: Avoid mixing the technologies used for the organization's social media with individuals' personal accounts.

Seven great pointers for a successful company strategy

Bernd Geropp

Define which market segments you will operate in, and which are best avoided. Tweet. Tweet Photo: miskolin/ resource: www.bigstock.com. Strategy is the art of doing the right things at the right moment. Do you have a written company strategy?

LeadershipNow 140: December 2015 Compilation

Leading Blog

You always want to be the market leader. If you can’t say that, shrink the market segment until you can. Here are a selection of tweets from December 2015 that you might have missed: Validate your beliefs by @scedmonds. The Founder of TOMS on Reimagining the Company’s Mission. Emotional Awareness by @RCKahn. Sometimes You Have to Look Back to Move Forward by @LollyDaskal. Leadership Beliefs: Are Yours Helping You Lead? by @KateNasser.

M&A Without Buying the Company

N2Growth Blog

In today’s market you can buy anything from a single note to an entire portfolio of debt (both performing and non-performing) at deep discounts. While this is not a market that everyone should dive into, there is substantial opportunity for exceptional returns for the right buyer. .

Customized Company Culture

Steve Farber

Researchers with Deloitte , for instance, found that “ mission-driven ” companies typically are first or second in their market segment, have 30 percent higher levels of innovation, and have 40 percent higher retention levels. When you’re building a culture that matters, the mission matters.

You Priorities or Other People's Priorities

CEO Blog

I am going to be a bit ruder to be a bit saner. + “According to the National Floral Marketing Institute, men under the age of 35 spend $30 on flowers for Valentine ’s Day while, simultaneously, men between the ages of 45 and 60 spend 350% more.

You Priorities or Other People's Priorities

CEO Blog

I am going to be a bit ruder to be a bit saner. + “According to the National Floral Marketing Institute, men under the age of 35 spend $30 on flowers for Valentine ’s Day while, simultaneously, men between the ages of 45 and 60 spend 350% more.

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.

The Growing Power of Inside Sales

Harvard Business Review

Different companies divide it in different ways: By market segment. When focused on the right market segments, stages of the customer engagement process, and product/services, inside sales drives huge sales force efficiency improvements with little or no effectiveness loss.

B2B 11

Where Disruptive Innovation Came From

Harvard Business Review

In particular, Christensen’s research offers a powerful lens for understanding why incumbents so often lose to upstarts attacking from the low end of the market. After a long and successful run, the theory of disruptive innovation has come under attack of late.

What You Need to Know About Segmentation

Harvard Business Review

The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. As Businessweek’s Jessica Grose reported , the maker of the test, Swiss Precision Diagnostics, has a 25% share of the at-home pregnancy-testing industry and is targeting its marketing efforts at Millennials. And that’s segmentation.”

Companies Are Reimagining Business Processes with Algorithms

Harvard Business Review

Every update or response to the market required multiple steps; it cost time and performance. Sometimes, by the time changes were in place, the market had already moved. For example, nearly half of the companies are using machine reengineering for marketing products and services.

Business Model Generation : Blog | Executive Coaching | CO2 Partners


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.

Why Big Companies Struggle to Market Online

Harvard Business Review

This is typically the segment that industry incumbents zero in on. A typical product or service comparison in most industries would show that incumbents usually have the best products in a given market, which reflects their obsession with high-margin customers. Market research Article

Will Spanish Help You Reach the U.S. Hispanic Market? It Depends

Harvard Business Review

The Hispanic market will represent $1.5 Business leaders who are contemplating how to reach such an enormous market segment, especially through their digital presence, often ask me the same question: “Do we really need Spanish, or can we get by with just English?”. If you want to market to online Hispanics effectively, you want to do it right. Translating or adapting content to reach a new market makes your initial investment in the original content go even farther.

How to Handle Losing a Major Client

Harvard Business Review

We’re a relatively small firm; we don’t speak at huge institutional gatherings, don’t do a lot of marketing, and don’t have a huge wining-and-dining budget. We have a solid presence in our market segment.

Reverse Innovation in Tech Startups: The Story of Capillary Technologies

Harvard Business Review

At its core, reverse innovation describes solutions adopted first in poorer, emerging nations that subsequently—and disruptively—find a market in richer, developed nations. Furthermore, for the past half-century, technology solutions have inevitably come from developed nations and occasionally "trickled down" to the emerging markets. So they developed an "emerging market" technology solution centered on mobile phone text messaging and low-cost cloud server networks.


The Internet of Things Will Change Your Company, Not Just Your Products

Harvard Business Review

In IoT businesses, sales departments often struggle to determine how to best take a combined product and service to market. Sales operations must consider changes to market segmentation, territory management, and resource allocation.

Urban Outfitters' Drinking T-Shirts for Teens - What Were They Thinking?

Building Personal Strength

The company seems to have a handle on what this market segment likes. But take a look at these back-to-school fashions for young women: Maybe since most teenagers are still searching for their identity, preferably a cool one, perhaps the marketing geniuses at Urban Outfitters figured that a lot of young women would want to send the message that they're heavy into really cool adult behavior, like drinking alcohol. Have you ever bought anything from Urban Outfitters?

How to Tell If You Should Trust Your Statistical Models

Harvard Business Review

Using predictive models of demand developed during growth years or for a price sensitive market segment may fail miserably when market conditions change. This makes predictive analytics by nature risky: they are valid as long as the reality they were developed in, the data describing a specific market during a specific time, is also valid. Predictive analytics often sounds a bit like quantum mechanics: fiendishly complex to look at and wildly counter-intuitive.

4 Things Your Innovation Efforts Shouldn’t Focus On

Harvard Business Review

Natura , a Brazilian cosmetics firm, produced a mother-baby product line that undercut Johnson & Johnson’s leading position in the baby market by linking Natura’s products with the Shantala method, a popular technique in Brazil for strengthening the bond between mother and infant through massage. Differentiation should be a prime motivator of any strategy; firms should always look to find an edge.


How a Fast-Growing Startup Built Its Sales Team for Long-Term Success

Harvard Business Review

forecast accuracy, messages to relevant market segments, and other categories. Markets are different, strategies vary, and so specific practices will and should vary. Denver Post/Getty Images. It’s common for leaders of sales teams to focus almost exclusively on short-term tactics and current operations while failing to think and act in a way that supports the longer-term needs of their businesses — and it’s hard to fault them.

B2B 4

How Leading Companies Build the Workforces They Need to Stay Ahead

Harvard Business Review

New innovations will change the basis of competition in many markets and alter the sources of advantage for most companies. In this world, insurance companies will require fewer actuaries and more data scientists — individuals with the ability to mine data to tailor insurance offers to specific market segments or even individuals. The strategic underpinnings of most companies’ workforce plans should change dramatically as a result of technological innovation.

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. Global supply chains can cut across many “cultures”: national, industry, technology, market segment, and more.

Why Retail Clinics Failed to Transform Health Care

Harvard Business Review

health care market more than a decade ago, they were greeted with high expectations. Nonetheless, their performance has been disappointing: Their growth has been less than expected, they have not expanded care to underserved markets (namely, the poor), and their impact on health care spending — helping to lower it — remains unclear. When retail clinics entered the U.S.

We Need to Expand the Definition of Disruptive Innovation

Harvard Business Review

” They also write that “disruptive innovations originate in low-end or new-market footholds.” ” Zipcar , the company I co-founded, qualifies as a disruptive innovation because it created a whole new market: demand for cars rented by the hour (as well as by the day).

Why Sales and Marketing Don’t Get Along

Harvard Business Review

Sales teams and marketing teams pursue a common objective: create customer value and drive company results. But sales and marketing don’t always get along. Some tension between sales and marketing is healthy and productive. Sales-marketing tension can stem from differences in marketers’ and sellers’ perspectives. Marketers think in terms of aggregate customer segments; sellers think in terms of individual customers. Marketing tasks.

You Can Charge Women More, but Should You?

Harvard Business Review

It’s fair to ask how different costs for materials, packaging, and marketing were factored into the NYDCA’s analysis. “Charge what the market will bear,” after all, is the pricing mantra of business. If a specific segment will pay more, so be it.

Measuring Your Employees’ Invisible Forms of Influence

Harvard Business Review

For the go-to-market segment, representing employees in sales and marketing functions, we found that top performers spent an average of 25 hours in their email and calendar per week, nearly 14 hours a week in internal collaboration, and about 12 hours a week in external collaboration. Second, high-potential individuals in the go-to-market group spent 34% more time with product and engineering groups than the team average.