Do Psychographics work in B2B Marketing & Sales?
MAY 24, 2009
I see an over-reliance by B2B marketers on industry classifications (SIC, NAICS, NACE, etc.) The point here is that the product, service, solution that a group of companies really want could be quite different from what the broader pack needs. The production manager may view him/herself as the de-facto COO with broader purview in the business, or the material planner may aspire to be the production manager.
Sterling Commerce Focuses Retailers on Total Customer Experience
Customer Experience Matrix
JANUARY 22, 2007
Sterling Commerce, which provides software for sharing data across organizations, recently (well, last August) published “The Four Rules for Ensuring Customer Loyalty in a Competitive Retail Climate” available here (registration required). In particular, “New Rule #1” (“It’s still all about the product”) recommends that retailers partner with other companies to expand their offerings. This is a more radical position than it may seem.