Sales and marketing are changing, and we all know why: buyers increasingly control these processes. They are cultivating their own access to information, they're bypassing marketing and sales as a... read more →
Every organization needs a clear, coherent strategy. Whether you're the CEO, or the manager of a customer reference or customer advocacy program, the organization you're responsible for needs one. That's... read more →
If you want to reach and influence buyers today, you have to educate them. They can increasingly avoid traditional marketing and sales approaches that pitch, spin, manipulate, or try to... read more →
As you kick off a new year, spend a few minutes thinking about this: there is much more value to be harvested from customer references and advocates. Indeed, they represent... 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 you're most stressed about and resolve to stop worrying about... read more →
HOW TO CREATE AN IRRESISTIBLE ROCK STAR VALUE PROPOSITION How do you move customer references and advocates to the level of "Rock Stars" -- those rare advocates who can have... read more →
What follows is a customer experience cautionary tale, illustrating the kind of lapse that can happen even at a company with a global reputation for being customer-centric. I suppose if... read more →
Since the Anthony Weiner campaign for mayor of New York is tied up at the moment with massive damage control and no campaign manager, I thought I'd help out with... read more →
Suppose I told you that you have access to a resource that is more empathetic, more interesting, and more persuasive to potential buyers of your products and services than even... read more →
published on the HBR Blog Network: The marketing head of an ambitious technology firm recently shared with me a vexing problem: Apple was one of their customers. But the executive... read more →