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Richard Fouts

Former Research VP

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How to Pitch a Creative Idea

As marketers and salespeople we are good at generating ideas. Where we often fail is pitching them. Why does this happen? According to University of California business professor Kimberly Elsbach, it comes from preconceived notions about us (the pitchers) and…

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

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…

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Why Should Consumer Marketers Have All the Fun?

Remember when AdAge asked its readers, “What viral ad made you cry?”  The response was fantastic. Consumer marketers don’t apologize for the emotional threads they run through their promotional fabric; their customers seem to love it; and consumer marketers have…

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Why You Should Stop Selling Solutions

As HBR reported a year ago, solution sales people (those that solicit buyer problems, then serve up standard solutions) are consistent low performers.  High performing sales people search for business roadblocks the prospect may not even be aware of, offering…

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…my chat with Lester Wunderman

While in New York recently, I had the opportunity to wander by Lester Wunderman’s office (accompanied by CMO Trish Wheaton who generously made the introduction). At age 91, he’s sharp as a tack and ventures into the office everyday (saying,…

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Eloqua: Should CMOs should carry a quota?

Eloqua is teasing us to attend their next webinar with the email subject line, Why the CMO Should Carry a Quota.  Great idea right?  After all, marketing executives are rapidly adopting the mantra, “We drive growth.” While it might sound…

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Boulder Logic, Point of Reference, References-Online, Metia: Please share the love.

Automating the management of customer references is an emerging software category whose time has come.  Companies like Boulder Logic, Point of Reference, References-Online and  Metia all see how complex it can be to not only recruit customers to act as references,…

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What Marketers Can Learn From Bruce Springsteen

The Boss would take issue with marketing and communications people that include “exceed customer expectations” in their mission statements (or those lists of core values you see hanging in company cafeterias). Why? “Because I want them to come to my…

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How to Use SMS in Sales Communications

One of our Account Executives, Amanda Duffy, asked me if SMS was the next voicemail. There’s no question voicemail has declined rapidly in recent years as we’ve shifted our messaging preferences to email, text messaging, and now Twitter, Facebook and…

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How to Improve Lead Quality

It’s tempting in any economy, but especially one where demand is soft, to cast a wider net in hopes of generating more leads. But with sales costs soaring, it’s more important than ever to keep lead quality high. Nothing can…

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