Welcome!

Marketing for Results

Grant Johnson

Subscribe to Grant Johnson: eMailAlertsEmail Alerts
Get Grant Johnson via: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn


Top Stories by Grant Johnson

Over the past 15 years waging war in the technology marketplace, I’ve come to appreciate that the first battle for marketing is often the one fought inside a company between sales and marketing.  Let’s face it, the two functions are often at odds due to the he fundamental schism of one function primarily rewarded for delivering near term results, i.e. get sales this quarter, and the other function primarily rewarded for creating competitive advantage and building brand preference. It’s no wonder there’s a lot of finger pointing in the hallways and conference rooms across America.  But when internal struggles consume cycles, it’s always with the collective company’s back to the customers and prospects vs. forming a customer-facing united front, the only winners in the fight are competitors who have figured it out. So here are a few consideration for marketers on how t... (more)

Marketing Your Way Out of The Recession

It's anyone's guess when the recession bottoms out and we get back to growth.  Rather than remain in a "state" of denial - like California did for too long - or adopt a hunker down mentality - "let's just ride this one out" - as many companies have, there's a middle path of taking proactive measures steps now, so that when growth reappears, your company is better positioned to gain an unfair share of the increased customer demand that will be there to harvest.  Here are a few considerations to come out will your guns ablazing. Get back to basics.  One of my colleagues recently s... (more)

Is Your Brand Architecture a Foundation or a Façade?

If you haven't revisited your brand architecture in more than a year, it's likely what you're building is a façade, rather than reinforcing a foundation.  Because technology and innovation are inextricably linked, tech companies are continuously introducing new products and services, and in most cases, adding brands and sub-brands into their product portfolios.  Over time, even a sound architecture can begin to crumble under the strain of too many overlapping brand layers. It's not as if tech marketers are trying to create brand disorder and chaos, it's just that  inattention to... (more)

Customer Centricity Begins Where a 360-Degree View Ends

While it’s one of the enduring tenets in the CRM market, a 360-degree view of the customer is fundamentally flawed.  Why is that?  Having all the information at your fingertips about any given customer is of little value if you can’t do anything with it to better serve the customer at the point of interaction, across all contact channels and organization silos. The first wave of CRM software solutions concentrated on delivering a data-centric view of the customer.   That is, pulling all of the information about the customer into a consolidated database to make it available to a ... (more)

How to Successfully Brand or Rebrand a Company

Q/A with Pega CMO Grant Johnson, appearing on Rieches Baird’s “Branding Business” Radio Show   Ray Baird: Obviously you’ve built many successful brands and re-branded many companies over the years. What’s your secret and what can our listeners learn from your experience: Grant  Johnson: Having done re-branding successfully for nearly two decades, the first key principle is to tightly define the drivers and key objectives.  Are we looking for a brand refresh or brand transformation?  When I arrived at a company named Big Fish, I needed to drive a transformation which included a... (more)