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Richard Fouts

Research VP
Richard Fouts analyzes best practices in marketing management for technology and service providers, including insight and advice in brand management, market and competitive position, messaging, sales, and go-to-market strategies.
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McKinsey Acquistion Underscores What We’ve Known for a While

May 18, 2015 | 0 Comments

The competitive battlefield for digital marketing agency services just got a little more interesting with McKinsey’s acquisition of Lunar, a design firm in San Francisco. With this move, McKinsey acknowledges an important learning of the past decade: that while many marketers define their customers through profiles and personas, they lack deep insight into how customers… Read More

The Key to Acquiring Top Talent

March 15, 2015 | 1 Comment

Tempt candidates with hard work. Really hard work. Here in the Silicon Valley, CMOs tell me every day that finding talented marketing people is at the top of their agenda. Their situation is particularly challenging of course; they compete with the likes of Twitter (just down the road from me), Google, Facebook, Uber and any… Read More

A Strategic Skill Everyone Must Hone

March 12, 2015 | 4 Comments

Simplicity. Survey after survey tells us buyers want a return to the simple life. Yes, this is tough when you sell a complex product or solution. But you have to try. This cry for simple doesn’t mean your buyer is simple minded or can’t understand complex things. But simple always wins over complexity. You’ll never… Read More

Marketing in a Connected Economy

February 6, 2015 | 2 Comments

A lot of marketing executives tell me digital business doesn’t apply to them (secure in their belief that it’s about smart refrigerators that automatically send orders to their local grocer when they’ve run out of milk and cheese). But, digital business is part of a much broader evolution we call the connected economy. Simply put,… Read More

What “Experience Marketers” Forget Most

December 14, 2014 | 2 Comments

Throw a dead cat in any direction, and you’re bound to hit a marketing pundit exclaiming “customer experience is the next competitive battleground.” It’s a great finding, but at this point the question we should all be asking:  how should the experience be engineered to compete?  In a nutshell:  through segmentation and simplicity. Case in… Read More

Publicis.Sapient Marks the End of an Era

November 3, 2014 | 0 Comments

Maurice Levy has never been shy about his plans to acquire the best, savviest digital talent in the industry to remain relevant to the modern CMO. It started with his acquisition of Digitas in 2007, then Razorfish in 2009, Rosetta in 2011, then LBi in 2012 (which formed DigitasLBi). Now he’s acquired what he referred… Read More

Want to Compete on Customer Experience? Do This First

October 21, 2014 | 2 Comments

Invest in your people.  DHL Express, the international shipper, is one of many good case studies on this topic. Five years ago when DHL decided to focus exclusively on international shipping, chief customer officer Christine Nashick was charged with overseeing the effort to get an exceptional customer experience in place. She had her work cut… Read More

How the Role of Chief Marketing Technologist is Changing.

August 15, 2014 | 8 Comments

The role of chief marketing technologist hasn’t even reached its tenth anniversary. Yet it’s already starting to change.  Why? In many cases, marketing executives are recalibrating the role to focus on more strategic efforts. For example, one CMO I recently interviewed told me she had inadvertently tasked her chief marketing technologist with the type of … Read More

What Can Retailers Do About Loyalty Fatigue?

June 19, 2014 | 6 Comments

A Gartner consumer survey conducted across 10 countries revealed that 62% of respondents are members of one or more retail loyalty programs. But despite the high percentage of memberships, the participation and offer use remain relatively low. Over one-third of participants across retail sectors report never utilizing the programs in which they are enrolled (a… Read More

Email as Brand Advertising? You bet.

April 29, 2014 | 0 Comments

I fit perfectly within Jaguar’s segmentation model for its new F-TYPE sports car. Hence, Jaguar marketers hope I’ll think of them when I venture out to buy a car in the F-TYPE category. Why?  Because they’ve shown their “our F-TYPE kicks BMW’s butt”  awareness ad with high frequency in markets that match its target audience… Read More