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Richard Fouts

Former Research VP

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Should You Launch an Internal Startup?

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…

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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 of Business Value. Consumers say in the study that marketers try too hard to engage…

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The Mother of All Marketing Metrics

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…

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

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…

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Is My Toothbrush a Wearable Computer?

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. …

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Who Really Makes Digital Transformation Decisions?

More proof why customers rule in the digital age. If you’ve ever participated in consulting engagements with management consulting firms (either as a seller or buyer) you know that transformation initiatives are pretty much led by what is good for the business. I remember during my tenure at Hewlett Packard when we hired McKinsey to…

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Why digital marketing is a tactic, not a strategy

I continue to see job openings for head of digital strategy; I get calls from clients inquiring “what should my digital strategy be?” I see piece after piece talking about digital strategy, social media strategy, mobile strategy. Folks, I’m here to tell you digital marketing is a tactic. Social media is a tactic. Mobile is…

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When Digital Marketers Should Consider a 12-Step Program

Take  a look at this list of career opportunities at a major consulting firm: Our organization is looking for experienced professionals in: –          Paid Search –          SEO/SEM –          Marketing Analytics (SAS) –          Digital Marketing and Advertising –          Digital Brand Strategy & Transformation –          Interactive Account Management –          Web Analytics –          Social Media Implementations –          Mobile Product…

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Gartner for Marketers