Richard Fouts

A member of the Gartner Blog Network

Entries Categorized as 'Marketing Strategy'

Should You Launch an Internal Startup?

by Richard Fouts  |  April 3, 2014  |  3 Comments

Gartner expects digital business disruption to heat up over the next 2 to 3 years. If your organization’s legacy model is being aggressively challenged by nimble startups – you need to act now. But, you can’t summarily abandon your legacy business model … ….in favor of one altered for a digital world, overnight (although many [...]


Category: Digital Marketing Marketing Strategy Strategic Planning     Tags:

The #1 Driver of Loyalty You Don’t Know About

by Richard Fouts  |  March 6, 2014  |  4 Comments

Simplicity.   The mere sound of the word is musical. Listen to your buyers. If there’s one thing people don’t need in a world of sensory overload, it’s complexity, a sentiment that rings loudly in a survey conducted by IBM’s Institute of Business Value. Consumers say in the study that marketers try too hard to engage [...]


Category: Digital Marketing Marketing Strategy Personal selling Public relations Strategic Planning     Tags:

What’s that Computer you’re not Wearing?

by Richard Fouts  |  February 10, 2014  |  Submit a Comment

We all have better things to do with our hands when we’re shopping, driving a car, or riding a bike than hold a device to our ear or hypnotically gaze into a screen. It’s why consumers are especially attracted to the hands-free, mobile functionality offered by wearable computing.   Wearable computing, or “wearables” is one of [...]

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Category: Digital Marketing Marketing Strategy     Tags: , ,

When You Should Stop Rewarding Loyal Customers

by Richard Fouts  |  February 3, 2014  |  1 Comment

If you’re a loyalty marketer, you likely know the name Hal Brierly (who invented the airline industry’s first frequent flier program, AAdvantage). At the time, Hal figured that the best way to encourage loyalty would be to recognize continued purchases. And so he designed a program that would reward customers based on the number of [...]

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Category: Digital Marketing Marketing Strategy     Tags: , ,

The Mother of All Marketing Metrics

by Richard Fouts  |  December 10, 2013  |  4 Comments

Jack says, “Hey, how are things in marketing?”  Jill responds, “YOY revenue up 6%. Listen to the earnings call.” Jack walks away, secure that marketing is having an impact on revenue. Sure it is; but revenue as the ultimate marketing metric  Is a rear view metric. It analyzes what occured in the past Can lead [...]


Category: Digital Marketing Marketing Strategy Strategic Planning     Tags: ,

Is the Customer Always Right? (psst! …it depends…)

by Richard Fouts  |  December 9, 2013  |  2 Comments

Whoever said “the customer is always right” forgot to include  … depending on his or her value. This week I asked a client to conduct some quick-and-dirty sales analysis; she found that a whopping 8% of her customers contribute 93% of her revenue. Yet – her direct sales forces responds to every customer demand the [...]


Category: Digital Marketing Marketing Strategy Strategic Planning     Tags: ,

Is My Toothbrush a Wearable Computer?

by Richard Fouts  |  December 3, 2013  |  4 Comments

Now that there are more non-human devices connected to the Internet than people, the Internet of Things rivals the Internet of People.  As these things transmit usage data, it opens up a goldmine of opportunity for digital marketers. In fact, one of our recent Gartner predictions highlighted the coming revenue influence originating from wearable computing.  [...]


Category: Applications Digital Marketing Marketing Strategy Strategic Planning     Tags: , ,

How do Consultants Approach Digital Business Transformation?

by Richard Fouts  |  October 3, 2013  |  3 Comments

I’m just about to publish results of interviews with 13 professional services firms who enlightened me on how they approach transformation engagements. Here’s a sneak peek: Approaching digital transformation within traditional project structures doesn’t work.  It’s difficult to set quantifiable objectives if the ultimate business model you’re driving toward is unknown. Transformation puts you in [...]


Category: Marketing Strategy Uncategorized     Tags: , ,

Why CMOs Aren’t Very Good Salespeople (When it Comes to Selling Brand Awareness)

by Richard Fouts  |  June 11, 2013  |  Submit a Comment

When “awareness” is citied as the justification for a marketing investment, the room can get chilly. This is especially true in sales-driven, b2b circles.  Why the chill?  In the classic purchasing cycle (awareness, evaluation, buy, bond) awareness sits on the opposite side of what your CEO wants: revenue from new and existing customers – preferably [...]

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Category: Brand awareness Digital Marketing Marketing Strategy     Tags:

Wouldn’t it be silly if we got wiped out because we weren’t looking?

by Richard Fouts  |  February 18, 2013  |  Submit a Comment

Edward Lu, (former NASA astronaut and leader of the effort to detect killer objects from outer space) asked this question the other day when discussing the need to detect serious threats from the sky. Last Friday’s explosive event over Siberia is instructive for marketers of course, who often let their companies lose share or die [...]

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Category: Digital Marketing Marketing Strategy     Tags: