Christine Crandell: Best Practices to Become Customer-Aligned

Customer Strategy Using the Principles of War

Companies operate in an intensely competitive global market characterized by glorious victories and devastating defeats. Imperialistic and samurai ...

How Leaders Should Ground Business Strategy in Customer Success

Why is customer centricity such a challenge? Theories abound ranging from customer ownership delegated to someone other...

How Ethical CEOs Lead Unethical Companies

We all know or heard of someone who did something they shouldn’t have. A long time ago I worked with someone who was...

To Prove Marketing’s Value, a CMO Must Learn to Speak Like a CFO

As Rod sat outside the conference room waiting to be called in to present Marketing’s quarterly results to the board of directors of his...

What B2B CMOs Will Face Tomorrow — 5 Emerging Trends

In June 2015, Marketo commissioned a study to identify the emerging trends CMOs felt will significantly impacted their ...

From Customer Interactions to Emotional Engagement: 5 Trends Shaping Marketing

Our world is nothing like our “father’s Oldsmobile.” Change is a constant yet those four words do not adequately capture...

Is Lead Nurturing Over-Rated?

Lead nurturing is on every CEO and marketer’s ‘must do’ list. And for good reason as the objective of lead...

Customer Interactions is about Human-to-Human Relationships

‘Customer interaction’, like customer experience’ has become a buzzword. As a reference point, what does ‘customer interaction’ actually mean to...

How Much Does it Really Cost to Keep Your Customers?

We’ve all heard the statistics: It cost 5 times as much to acquire a customer than to keep one (Forrester),...

10 Ways to Stop “Churn Baby Churn” with B2B Customers

Customer loyalty is critical for any business. Loyal B2B customers are made; they don’t just happen. Yet, between vendors and...

What Causes B2B Customers to Churn? Three Things, and “Price” Isn’t One of Them

Why do enterprises abandon a vendor’s product after investing so much time and resources in selecting and validating the solution?...

How B2B Companies Approach Customer Alignment

Despite the multitude of articles, books and webinars on how to deliver the experience customers will value, people are confused....

5 Customer-Alignment Myths That 2015 Will Bust

2014 has been a transformative year for customer experience. Companies moved from talking about how they value the customer to...

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