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Drive Growth Using Customer Value to Shape Your Product Roadmap

I was very intrigued when our client declared they would also be using their value selling tool to evaluate and prioritize their product development roadmap. Although we specifically designed the tool for marketing and sales, the more I thought about it, the more this strategy made sense.

The Most Useful Segmentation Method Every B2B Marketer Needs to Know

Highly effective B2B customer segmentation goes beyond buyer personas and firmographics. By using today’s intelligent value selling tools, successful marketers are realizing profound, actionable insights to more fully inform their segmentation initiatives.

Top Secrets to Improve Your Product Management

The most important path to effective product management and marketing is a deep understanding of your customers’ needs and alternatives. A successful growth strategy differentiates your product from the competition's and delivers a persuasive value proposition.

3 Fundamental Drivers of Marketing Excellence

Fundamentals, in most competitive endeavors, are what we must first learn and master in order to perform well. They provide us with confidence in setting basic direction and a stable foundation when the going gets rough. In marketing, sound fundamentals help set strategic direction, guide tactical plans and provide benchmarks for determining execution and performance. 

The Missing “P” in the Four P’s of B2B Marketing

The other day I caught a reference on an episode of Mad Men to the Four P’s. The episode was set in the early 1970’s, which means Phil Kotler’s game-changing concept of the Four P’s (product, price, placement, and promotion) had just recently been published in his book, Marketing Management: Analysis, Planning, and Control

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