The Moment of Truth
Each journey is made up of distinct moments. Some are so important to the buyer’s future with you that they are called out in client journey mapping methodology as moments of truth.
Anyone Can Fly That Thing
Just like in other professions, it’s important to have marketers with appropriate skills if you are to have achieve your marketing objectives.
Just One Paddle
To get the most out of an agency relationship, you need to be “a good client” — meaning you are at least an equal partner with your agency – if not the leader –of that relationship.
Different but Still the Same
A customer may have different needs at different points in time but they expect that the relationship with you remains. For that reason, any organization that is serious about transformation must create processes and technologies that build mutually beneficial, lifetime brand/customer relationships.
When I Grow Up
Marketing maturity models measure elements related to the key success factors of good marketing to help you quantify just how and where you’ve made progress and where you still need to put in a little more effort.
The Unlikely Evangelist
Being an evangelist for change management means the head cheerleader, someone who creates a critical mass of people who understand and support something down to their bones.
The Ghost & the Global Machine
If you want to reach global audiences, you need a solid foundation of technology that supports what you want to do but also allows potential future growth.
Water Often
The German proverb says, friendship is a plant we must often water. It’s the same way with relationships between buyers and brands.
I’ve Seen Worse
Measurements are not really useful unless you have something to compare to. What you need are benchmarks of what is typical.
Global Reach, Personalized Feel
You want to be able to reach customers anywhere and tell them about your brand but customers want to know that a product/service meets their unique needs, including needs that are specific to a region.