Customer Loyalty

Customer Loyalty: CEO’s #1 Focus to Protect Revenue This Year – Part 4

Three key customer loyalty metrics to stabilize and improve revenue Over the past couple of months, I have been talking about why Customer Loyalty (CL) is the number one focus for CEOs and business owners interested in stabilizing, generating, and predicting revenue. Research shows that loyal customers are worth up to 10 times as much […]

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10 Critical B2B Sales and Marketing Metrics – Part 2

In my last blog post, I talked about the first five of the 10 most critical B2B marketing metrics.  Just to recap, they are: Cost per new inquiry Conversion of inquiries to qualified leads Cost to acquire a new customer Cost per new dollar of revenue. Sales and marketing cost as a percentage of total […]

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10 Critical B2B Sales and Marketing Metrics

Let’s face it.  If you tried to measure every single aspect of marketing and sales performance, you could quickly succumb to “analysis paralysis.” This affliction occurs when a company starts to spend more time analyzing data than they do communicating with prospects and customers.  In other words, their focus is on internal data instead of […]

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The Four Pillars of B2B Marketing Success

The Pareto Principle as Applied to B2B Marketing According to our friends at Wikipedia, the Pareto principle (also known as the 80-20 rule and the law of the vital few) states that, for many events, roughly 80% of the effects come from 20% of the causes. As I mentioned in an earlier post, Pareto observed […]

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Accepting Tradeoffs in B2B Marketing

B2B marketing and sales is similar to the rest of life. You’d like to have it all. You want to eat everything in sight but keep your trim figure.  You want to race down the highway but maximize your gas mileage. You want to spend your business life on an airplane but remain extremely close […]

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