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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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How to Pitch a Creative Idea

March 18, 2014 | 0 Comments

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 our audience (the catchers).  Elsbach says: “Before you know it, your audience has placed you… Read More

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

March 6, 2014 | 2 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… Read More

What’s that Computer you’re not Wearing?

February 10, 2014 | 1 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… Read More

When You Should Stop Rewarding Loyal Customers

February 3, 2014 | 0 Comments

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… Read More

Digital Marketing Leaders Speak Out

January 17, 2014 | 5 Comments

I recently gathered insight from executives that represent the leaading providers in our Magic Quadrant for Global Digital Marketing Agencies If there’s a common denominator among today’s modern marketers, it’s a focus on doing things faster. So it’s fitting to begin with IBM Interactive. Businesses are using digital marketing to engage customers with real-time, personalized,… Read More

What is Creativity?

December 19, 2013 | 1 Comment

When we hear the word creativity …. … thoughts immediately go to artistry. Creative people paint. They design. They’re good with color.  Creativity is mostly associated with sound and sight; with audio and visual. Creative people reimagine, reinvent or manipulate that which is, into something more visually interesting, often more imaginative and dramatic that its… Read More

The Mother of All Marketing Metrics

December 10, 2013 | 6 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… Read More

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

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… Read More

Is My Toothbrush a Wearable Computer?

December 3, 2013 | 5 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. … Read More

The Latest Innovation in High Touch Marketing is Not What You Think

November 27, 2013 | 1 Comment

“High touch” was one  the many adjectives we threw in front of marketing a couple of decades ago. Unlike “touchpoints” which was rooted in multichannel marketing – high touch refers to degrees of personalization.  For example, once you’ve researched cars, you go to a dealer where a salesman steps in to help you complete the… Read More