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Behold New Marketing Tablets from on High SiriusDecisions Demand Unit Waterfall

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The mighty oracle of modern digital marketing has delivered us a new groovy epiphany to lead us mortals into the light of righteous marketing. My dear friend and guru on these matters, Intelligent Demand’s John Common gives a first-person account from the burning bush. Save yourself time and read his well laid out 2,500 words to get the story.  Or read his last 400 words covering eight thoughts summarizing the key points.

No argument SiriusDecisions is considered the McKinsey of digital marketing thinking. When outside credibility is necessary to spark digital marketing investments inside $1B+ companies, they have the horsepower to get cross-functional senior executives saluting.

The new construct encouragingly unlocked another B2B purchase process level recognizing multiple operators in B2B purchases – aka the Demand Unit. Further, they venture into creating demand against buyer personas, needs, and solutions. Agonizingly, this framework, like the others, fails to call out and operate on sales process insights.

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What Does Customer-Centric and Marketing Sciences Really Mean?

Growth Sciences advocates, illustrates and executes customer focus and scientific marketing practices.

Customer Centric

More than just a cliche, perhaps with the advent of technology, tighter cost controls or shorter development cycles, customer motivations are inexplicably left out of marketing plans. This manifests itself in advertising where simple customer benefits are missing traded for price or other differentiating attributes. Left out is the customer’s journey, their motivation and how the product provides a solution to enhance their goals. There is tremendous power in customer focus at every point of service if the required branding work is completed.

Marketing Science

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The Weight of Innovation

To thine own self be true, and it must follow, as the night the day, thou canst not then be false to any man. Shakespeare

Consider a spectrum with the characteristics of innovation and operations representing each end.  Most will plot around the center but bias to one end. Many personality profiles directly or with a bit of interpretation reveal the dominant characteristic.

Being heavy to either characteristic can mean lower tolerance, patience or even desire to be effective at tasks dwelling at the other end. Awareness is essential to avoiding painful decay in effectiveness that even the best emotional intelligence strategies can fix.

Innovation Versus Improvement

Scope of impact and degree of change differentiate these two often substituted terms. A few examples:

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