Post-Disruption Go-to-Market Strategy

This pandemic will be over soon. While the costs will be high, scientific innovation and “social distancing” will eventually eliminate this catastrophic disease transmission. To help revenue leaders operationalize strategic change, we have put together a basic three-step process and a sample “checklist” of strategies and capabilities that leadership teams should address before the economy rebounds under a new set of buying behavior rules.

Webinar: Multi-touch Attribution & Measuring Your Marketing Halo

Watch the on-demand, 30-minute recorded webinar, “Multi-touch Attribution and Measuring Your Marketing Halo,” as MarketBridge analytics leaders Andy Hasselwander and Brice Chaney synthesize 20+ years of multi-channel attribution experience. Get best practices on integrating direct response measurement and econometric modeling to understand which channels drive demand—even for long-sales cycles and complex products and services.

Establishing a Customer Success Function Primed for Value Creation: Three Go-dos to Avoid Common Pitfalls in Tech

The biggest issue we see technology companies making today is using the investments in the CS role to define their CX strategy as opposed to defining their CX strategy and using the CS role as a critical enabler to that strategy. There are three very specific fail points when this occurs…

Driving Revenue Success Through Customer Experience Enablement

Carriers and brokers are struggling with fundamental changes in their roles as the go-to-market landscape transforms around them. As margin compression continues, and competitive encroachment increases, the most critical path to success is to win on Customer Experience. In an effort to identify which Customer Experience strategies are guiding Insurance businesses’ success, we analyzed real customer conversations, competitors, and client insights to uncover strategies we see the most successful companies adopting.

Winning in The Platform-as-a-Channel Ecosystem

Commonly known as “marketplaces” or e-commerce sites, increasingly these online buying sites are looking more like “Platforms-as-a-Channel” to vendors. Both B2C and B2B buyers are rapidly adopting multi-vendor platforms for access to broad offerings, frictionless buying experiences, easy payment/financial options, and personalized product recommendations. In this guide we help senior executives understand and strategize a plan for success around this new marketplace model.

Building A Customer Experience Driven Culture for Revenue Success

Watch the on-demand, 30-minute webinar for live summary commentary and discussions around our Tech industry report “Building A Customer Experience Driven Culture for Revenue Success.” We cover 4 mandates to building the most effective Customer Experience oriented organization and give an inside look at companies at the forefront of delivering great experiences.

Cross-Selling at Scale – Optimizing Your Sales and Marketing Motions for Account Growth

With the cost of customer acquisition generally estimated to run 3X to 25X that of cross-selling, the economics of cross-selling are compelling. Cross-selling at scale requires consistent and disciplined processes for consolidating data and insight, identifying white space and creating and converting demand…

Choosing, Building, and Enabling Routes-to-Market for High Performance

Today’s companies are investing large sums of time and money in product superiority and differentiation, sometimes losing sight that long-term enterprise value is far more commonly created by go-to-market excellence. Through 25+ years of experience supporting go-to-market strategies, we’ve found that companies who focus on go-to-market and thoughtfully match their product-markets with well-designed and operated channels generate more value over the long run.

Think Small to Win Big: How Carriers Should Approach Small Business Buyers at an Individual Level

To meet the needs of small businesses, it is important to remember that inside that account there are individuals making the decisions. And just like consumers, small business buyers have distinct communication preferences, servicing needs, and day–to-day pain points. For example, in our survey of employers, we set out to understand how decision-makers…

Customer-Centricity: Definition, Challenges, and Solutions

In this article, I’ll walk through the history of customer-centricity, and how digital technology has ushered in a new era of customer-first marketing and support—at least potentially. I’ll then walk through some of the technological and people-related challenges companies typically face as they attempt to become truly customer-centric, and the solutions that we’ve seen work to get to real results.