Chris Koch

APRIL 10, 2009

When the consulting industry began soon thereafter, McKinsey took the academic journal model and applied it to its marketing, which resulted in the McKinsey Quarterly.The Quarterly is the first real example of thought leadership marketing. It is staffed by editors who work exclusively for McKinsey and are not academics.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Peer-to-peer Work Management 100

Chris Koch

SEPTEMBER 9, 2011

Consultant Fred Reichheld didn’t invent the concept of customer loyalty, but by identifying the marker for it, he changed how many companies approach managing customer loyalty. Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

SEPTEMBER 9, 2011

Consultant Fred Reichheld didn’t invent the concept of customer loyalty, but by identifying the marker for it, he changed how many companies approach managing customer loyalty. Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level.

Thought Leadership 100

Thought Leadership Peer-to-peer Loyalty Case Study 100

Chris Koch

APRIL 3, 2014

“A family receptionist would greet them and offer a surprise like a seat upgrade, a free gift, or a chance to meet a player,” says Mark Bradley, founder of The Fan Experience Company , a consultancy that worked with the club. Sales of family season ticket plans increased from fewer than 500 in 2009 to more than 7,500 in 2012.

Planning 100

Planning Paid Search Agency Work Management Marketing & Strategy 100

Chris Koch

MAY 15, 2009

I shared the stage with Marijean Lauzier, the CEO of Digital Influence Group, an agency that consults on Web 2.0. I get pissed when the venting starts, though I don’t think I show it. Yesterday was different. Marijean didn’t try to tit for tat the cynicism and saw what was behind it.

Web 2.0 100

Web 2.0 Peer-to-peer Paid Search Agency Stats 100

Chris Koch

FEBRUARY 24, 2010

I’m also hoping that the excitement (and the needs of social media consultants and authors to drive their businesses) will not drive us to distraction. B2B marketing lays the path to a sales discussion and supports relationships with existing customers.

Social Media 100

Social Media Marketing Strategy Marketing & Strategy B2B Thought Leadership 100

Chris Koch

APRIL 17, 2009

One of my colleagues did this when she worked for marketing in a consulting firm. And the research equips marketers to use their creative abilities to do something else: help salespeople refine the value propositions for specific customers. Marketing assigned her to work with sales to try to win the business of a major toy retailer.

Planning 100

Planning Process Work Management Verticals 100

Chris Koch

JANUARY 8, 2010

This also meant they paid millions extra in consulting fees to change the software and millions more the next time they wanted to upgrade their software. I find that we’re applying the same logic to social media. Let’s sit down and figure out our unique objectives and strategies before we do anything.

Social Media 100

Social Media B2B Thought Leadership Thought Leadership Media 100

Chris Koch

AUGUST 21, 2009

Professional services firms expect their consultants to be thought leaders and that expectation flows through everything those firms do, from recruiting, to training, to marketing. Answers to these questions will help drive the structure of the program and provide a foundation for achieving ROI goals.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing Paper 100

Chris Koch

AUGUST 21, 2009

Professional services firms expect their consultants to be thought leaders and that expectation flows through everything those firms do, from recruiting, to training, to marketing. Answers to these questions will help drive the structure of the program and provide a foundation for achieving ROI goals.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Network Marketing B2B Sales 100

Chris Koch

APRIL 30, 2010

Consulting firm CSC meanwhile, built a tree trunk called WikonnecT that is a B2B online community for the insurance industry. The mobile app that hooks into Competipedia is justified because XGS’ salespeople often need information while on the road (help) and can use competitive information as soon as it is available (timeliness).

Mobile Marketing 100

Mobile Marketing Mobile Advertising Paid Search Agency Wiki 100

Chris Koch

JULY 22, 2011

Unfortunately, this one does often ring true in B2B, at least in my experience in consulting. Oh wait, right… Whatever you do, don’t let the customer meet the people who will actually be doing the work.

Work Management 100

Work Management Marketing Management Social Media B2B Marketing 100

Chris Koch

FEBRUARY 12, 2010

Recently, an analyst relations consultancy, SageCircle, broke the story that Forrester management will require its analysts to take down their personally-branded blogs or redirect readers to a Forrester-branded blog.

Social Media 100

Social Media Forrester Media Transparency 100

Chris Koch

JANUARY 15, 2010

As McKinsey consultant David Edelman said at the ITSMA annual conference last November, we can’t make social media an add-on to a system that isn’t adding the value that it once did. Marketing departments are going to have to transform themselves into content development engines. We need to look at how to do things differently.

Social Media 100

Social Media Work Management Marketing Management Marketing Automation Services 100

Chris Koch

FEBRUARY 5, 2010

Proclaiming that thought leadership isn’t just for consulting firms anymore, Gartner said in this press release that thought leadership has emerged as an “organized discipline.”. Like I said, this is an old consulting trick—everybody does it. This week, Gartner proved why we need to make the change.

Thought Leadership 100

Thought Leadership B2B Thought Leadership Gartner Planning 100

Chris Koch

OCTOBER 1, 2010

But I guess it keeps consultants in business. You will never track it through to a sale and if you do, you’ll never be able to separate it from other factors affecting the sale. I wish the pundits would stop selling that fiction. Thought leadership has a role to play, but it’s more to do with building a relationship than making the sale.

Thought Leadership 100

Thought Leadership Social Media B2B Thought Leadership Peer-to-peer 100

Chris Koch

JULY 29, 2011

However, something as politically charged as the healthcare debate is not the normal territory of buttoned-down consulting firms like McKinsey. The chattering classes intrude. It was like letting a dumb teenager into one of McKinsey’s glass conference rooms with a stack of fireworks and handing him a match.

Social Media 100

Social Media Thought Leadership Paid Search Agency Companies 100