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)
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
Get back to basics. One of my colleagues recently s... (more)
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)
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)
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)