CX Metrics

Does it matter which customer experience metric you choose?

Are you responsible for measuring the progress in improving customer experience? If yes, I’m sure you needed to come up with a rationale on which metrics to choose for this: Is it an all ubiquitous Net Promoter Score (NPS), the traditional customer satisfaction CSAT, or a more recent invention Customer Effort Score (CES)? Is one enough […]

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Rational vs Emotional

Psychology of Choice for B2B Marketing

Addressing personal values matters in B2B marketing — more than most might think. In fact, research from Motista and ThinkGoogle shows that B2B brands have more emotional bonds with their customers than B2C brands. Their findings, which involved researching more than 3,000 brands, showed that B2B brands had emotional connections with around 50% of their customers and […]

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Real Cost of Salesperson

The “Real Cost” Of A Salesperson

What would you think of a front line manufacturing manager failing to address problems that consistently cost millions of dollars in scrap and rework (not to mention customer sat problems because of missed deliveries)?  Or an engineering manager that missed product launches that caused millions in lost revenue? Most people would say these are real […]

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Sales Myth

The Myth of More in Sales

Today, I’m writing specifically to sales leaders, though the myth of more applies to anyone in sales. We are about to start a New Year, and I’m wondering…will your team hit this years’revenue goals or not? If your answer is yes, congratulations! You can stop reading. No. Wait. Read on because there are lessons to […]

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Marketing Operations

The Evolving Role of Marketing Operations

The time seems right to take a moment and reflect on the evolution of the Marketing Operations (Ops) role. Only a few years ago, the scope was typically Marketing project management and/or Marketing governance. With the increased pressure on Marketing to measure its value and contribution, Marketing Performance Management (MPM) and be more agile, the role of […]

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help customers

Customers, Looking For Help In Other Places

As sales people, our goal is to become the “go-to” resource for our customers in helping them solve their business problems.  We want to position ourselves as trusted advisors to our customers. But customers aren’t responding, increasingly, they rely on other resources for help in solving their business problems.  CSO Insight’s 2018 Buyer Preferences Survey […]

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Call to action

Perfecting Your Digital Call-To-Action (With Examples!)

Let’s face it, a digital call-to-action is needed if you want your audience to take the next step. Traditional content can certainly have a call-to-action (and often does). However, a digital call-to-action is arguably the most important factor when it comes to your online messaging. Your social media posts, online content, and digital forms must see some action to […]

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