Author Archive | Laura Patterson

Many companies who provide considered and consultative offerings, don’t realize that what happens before you deliver the service is equally as important as what you deliver. We call this phase of the relationship “onboarding.” This article recommends an onboarding process to insure a positive customer experience.

This article includes recommendations for employing scenario analysis to help you revisit your strategies, challenge your assumptions, stimulate internal discussion, and detect early warning signals needed to insure your company continues to create the desired customer experience.

Retaining your best customers should be one of your business imperatives. Even so research suggests that most firms loses 20% of customers annually. This article explains how to create and use a customer vulnerability index to understand your risk of customer defection.

This article explains the role Marketing plays in positively impacting innovation and new product/service development. It recommends four steps to empower Marketing to head the innovation charge.

Performance management is what will move your Marketing organization from focusing on budget and productivity to focusing on results and accountability. This article suggests three steps to initiate the process.

Perhaps you’ve seen some of the recent industry articles published by Forrester and HBR suggesting that companies need to hire a chief growth officer or a chief customer officer. Why are these new roles emerging as potential replacements when you’ve already invested in a role, your CMO or VP of Marketing, for this very purpose?

Time has a major impact on your productivity. The key is to how to make the best use of your time. This article provides a way to quickly identify whether you’re focusing on the most productive activities. It also explores how to scale and make sure your outsourcing pays off.

The average company regularly utilizes 20+ Marketing Technology (Martech) solutions. Nearly 60% of marketers say they don’t get the most out of the Martech they have. Read this article to learn how the C-Suite can help make Martech investments payoff. Learn four points every CMO should include in a presentation to request more Martech.

It is our belief that organic (versus inorganic) growth should be your business priority. Organic growth requires a different approach than inorganic growth. This article explains how segmentation when done well fuels organic growth and three steps to create your segmentation model.

All functions within your organization run on process and Marketing is no exception. Revenue generating processes designed to affect your customer’s buying behavior are especially important to Marketing. Creating quality Marketing processes is a science. These 6 steps come from the well-defined quality process management discipline.