Sales and marketing are changing, and we all know why: buyers increasingly control these processes. They are cultivating their own... read more →
Every organization needs a clear, coherent strategy. Whether you're the CEO, or the manager of a customer reference or customer... read more →
If you want to reach and influence buyers today, you have to educate them. They can increasingly avoid traditional marketing... read more →
As you kick off a new year, spend a few minutes thinking about this: there is much more value to... read more →
I hope you're set to enjoy the holiday season (if you're stressed out, here's a quick tip--take the 2 things... read more →
HOW TO CREATE AN IRRESISTIBLE ROCK STAR VALUE PROPOSITION How do you move customer references and advocates to the level... read more →
What follows is a customer experience cautionary tale, illustrating the kind of lapse that can happen even at a company... read more →
Since the Anthony Weiner campaign for mayor of New York is tied up at the moment with massive damage control... read more →
Suppose I told you that you have access to a resource that is more empathetic, more interesting, and more persuasive... read more →
published on the HBR Blog Network: The marketing head of an ambitious technology firm recently shared with me a vexing... read more →