The 23 Keys to Creating Raving Fans Part 1
This week we have another guest post from Alan Hale of CMG (Consight™ Marketing Group) in Chicago. Exceptionally, I am publishing it as two separate posts because its length and value deserve the detail and effort he has put into it. I have been fortunate to have...
How to Make a Great Customer-Centric Website Design
Website design is a variable that changes as fast, if not faster than we can get our latest creation published! In just the past twelve months, digital adoption has expanded five to ten times faster than was expected, thanks to the pandemic and lockdowns. This,...
24 Factors to Consider in Pricing your Product, Service or Solution.
We have a treat for you today. It’s a guest post from the highly respected global expert on customer centricity, Alan Hale of Chicago. He writes about the importance of getting pricing right and generously shares twenty-four (!) factors to consider when pricing...
Should CMOs Concentrate on Brand Building or Business Growth?
Which is more important, brand building or business growth? Do you remember when Coca-Cola did away with their CMO in favour of a Chief Growth Officer? Then two years later they brought back the position. At the time, I asked if they were wise or foolhardy to make...
How to Sell More to Less People: Essentials of Segmentation
Businesses often make the mistake of trying to sell to everyone, rather than running a segmentation. Are you guilty of this? Why is this a mistake? Well, if you try to please everyone you end up delighting no one. This is why best-in-class marketers work with...
The 5 Essential Rules of Customer Observation for Greater Business Success
One of the best ways I know to understand your customers is to watch and listen to them whenever you can. Customer observation is a powerful, but unfortunately under-utilised tool these days. So when was the last time you got intimate with your customers? If it...
The Good, Bad and Downright Ugly Parts of a Head of Marketing Job
Did you know that the average tenure of a Head of Marketing continues to fall, reaching just 41 months according to the latest Spencer Stuart research published by the WSJ? It is still one of the shortest average terms of office of any chief in the C-suite, according...
A Winning Marketing Plan: 9 Questions Every Marketer Should Be Able To Answer
What does it take to write a winning marketing plan? Every marketer writes a marketing or business plan each year don’t they, so how difficult can it be, right? Well, writing a marketing plan isn’t hard at all, but writing a winning marketing plan is very...