As a former hockey player and salesperson, I know a lot about goals – whether in the context of a hockey game or in a sales environment. If you can’t get goals in hockey, your team will never win. In sales, if you don’t achieve your sales goal/s you’ll soon find yourself on the outside …

So, you work for a business-to-consumer (B2C) company – and you think you can skip this article, huh? Sorry, I’ve got news for you. While business-to-business (B2B) interactions may not be as sexy as selling brightly colored running shoes, caffeinated beverages, or rollercoaster rides, nearly everyone who’s interested in customer experience needs to consider B2B …

In today’s hyperconnected sharing culture, social media is an inescapable and essential channel for your brand. How you interact with customers on social is crucial to providing a relevant and meaningful customer experience. But be prepared… your efforts need to be well thought through. Social media offers all the promise of direct access to consumers, …

The expectations placed on CMOs to deliver growth for their brands have increased alongside the availability of ever-more-advanced MarTech solutions. While the CMO’s traditional focus on attracting new customers and differentiating the brand’s story through compelling creative marketing materials remains important, the role has undoubtedly expanded to now include more strategic business planning and development. …

In banking today, the advice of Theodore Levitt (an American economist) holds true: people don’t want a quarter inch drill, they want a quarter inch hole. Banks must solve a problem not sell a product. To do this, they need to be customer-centric, understand the customer journey and the different touch points, and offer customer …

There was a time when buying a car was a convoluted process. Not so long ago, consumers would do extensive research on the vehicle they were interested in and often, that would start with a review in a reputable car magazine – What Car? or Top Gear Magazine are two of the UK’s best sellers, …

In observing thousands of customers over a 10-year period as they try to complete tasks online, I have noticed a very significant gap between what people say and what they do. Firstly, people are generally not good at predicting their own behavior.  Time and time again, I’ve had people say they do A, B, and …

The numbers don’t lie.  The changing demographics of the United States and the world are creating new markets for us to understand.  According to some, the middle class of India is larger than the entire US population.  What does that mean?  Businesses have a unique opportunity through cultural competence to learn how to interact, do …

Mantras For Marketers To Live By We’re nearing the end of the year, which means it’s time for the 2016 edition of your ‘50 Marketing Thought Leaders Over 50’. Each of the Marketing Thought Leaders highlighted below, have a wealth of experience and knowledge to share; and have gained the respect of their peers through …

Online expressions are influencing impressions.  This is setting the stage for shared experiences to collectively shape how people view your brand, outside of how you define it. Have you thought about what you most often share on social media?  Usually, it’s the experiences you have in any given moment.  You reach for your smartphone and …