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- Laurel Erickson
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Story Centered Marketing - A New Approach to Marketing Strategy?
by Hank Barnes | July 31, 2018
It's not hard to recognize that I'm a big fan of storytelling. It's the focus of many of my posts and it dominates my client interactions. But, a recent conversation...
Strategic Leadership Through Customer Vision
by Laurel Erickson | May 17, 2018
Today’s marketing leaders are being asked to take on more responsibility and lead initiatives that expand beyond brand growth to data-driven innovation and differentiating customer experiences. With these shifting expectations...
Implementing Customer-Centric Merchandising and Marketing in Retail
by Robert Hetu | January 18, 2018
Merchandising and marketing are core retail processes where technology must be deployed to leverage advanced analytics, algorithms, intelligent automation services and artificial intelligence to enable unified retail commerce. Retailers of...
Ten Fearless Predictions for B2B Technology Sales and Marketing in 2018
by Todd Berkowitz | December 18, 2017
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Why CMO Don't Want to be the CEO
by Jennifer Polk | September 21, 2017
“If everything is important, then nothing is.”
Patrick Lencioni
The scope of nearly every role, not just marketing, is expanding in all different directions. Even the janitor is tasked with...
Balance Strategic Vision and Tactical Execution
by Jennifer Polk | September 7, 2017
Successful CMOs understand the need to be well-rounded, delivering and demonstrating both strategic vision and tactical execution. Marketing leaders who focus too much of one or not enough of the...
Brand Marketers, Answer a Higher Calling to Remain Relevant to Customers
by Jennifer Polk | August 31, 2017
There are brands that we know and love—the ones that stock our pantry shelves and adorn our clothing. There are companies that are woven into the fabric of our communities—whether...
Your Most Important Digital Asset Needs The Most Work
by Hank Barnes | August 1, 2017
Research by Gartner, including studies that my team has done for the last several years focused on technology buying as well as new studies done by the team at CEB...
Different Brands Have Different Reasons To Improve Customer Experience
by Augie Ray | July 20, 2017
You likely hear a lot about customer experience these days. Business media is full of articles about CX, and the data we collect at Gartner demonstrates that CX metrics are among...
Broadening Your Perspective on Focus
by Hank Barnes | May 30, 2017
I'm guilty.
I constantly talk to people about the importance of focus. Focus on a key target segment. Focus on your ideal customer profile (just last week). Don't get distracted....
