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Marketing for Results

Grant Johnson

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Top Stories by Grant Johnson

This post can also be seen on Inside CXM. Given the rapidly evolving role of the CMO, it may be a natural extension for a CMO 2.0 to assume primary responsibility for customer experience management in an organization. Before assessing the merits and cautions associated with such an expanded customer responsibility, it’s worthwhile to first understand the market and structural drivers that are causing companies to rethink how customer experience is managed and who “owns” the customer experience. In the always on, wirelessly connected, information rich world we live in, the customer is completely in charge of who they engage with, how and when. And their expectations of how they will be served—i.e. exactly in the manner they wish or they will go elsewhere—have risen to such a level that companies have no choice but to transform their entire approach to customer exp... (more)

Pick the CEO, Not the Company

Most organizational experts will tell you that when joining an organization, the company's culture is the key to determining whether you will thrive or suffer in a given work environment.  While this is true for a mid-level manager or individual contributor, the closer you get to the top, the less a culture matters and the more the CEO's leadership and management style impact your work satisfaction. I learned this when early in my career I was a director at a privately held company that was acquired by a much large public company.  In a matter of a few weeks our approachable, per... (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)

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)