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.

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…

Multi-Touch Attribution (MTA) Beyond Digital Channels

Multi-touch attribution is critical for marketers who want to truly understand ROI of their various channels. While the term “MTA” is en vogue right now, this has been a problem for marketers for a long time. In the 1960s, television advertising might be driving some proportion of sales at retail, but no one knew how much. To solve this problem, statisticians used the tools of econometrics to build regressions…

Go-to-Market 2025 Forecast: Two Disciplines to Separate Winners from Also-Rans in Next 5 Years

Driven by digital transformation, the 2020s will be known for massive behavioral change in both buyers and sellers. This is already apparent across every industry where venture-backed digital disruptors are growing rapidly – they are driving go-to-market and customer behavior change. Yet, many disruptors have not quite reached the “tipping point” of noticeable market share and profitability. Trust me, they will in the next 24-36 months…

AEP Digital Listening Bulletin #3

With only one day to go before AEP closes, consumer fatigue with MA advertising appears to have set in.  Despite significant advertising and marketing investment, KFF just released a study that shows how few people actually voluntarily switch plans during AEP.  Consumers get smarter about Supplemental Plans—and carriers get smarter about targeting.  And the issue of social isolation among seniors garners a lot of attention.

Open Enrollment Digital Listening Bulletin #3

The last few weeks we have picked up a lot more discussion around emerging categories of enhanced benefits as new products are “digested” by the market throughout this open enrollment; a continued focus on cost control and driving employee engagement; and ultimately, discussions about the future of employer-based benefits in today’s high-cost environment….

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.

What Exactly is Digital Sales Transformation?

As of 2020, “digital transformation” is a hot topic in corporate America.  But “digital transformation” of a salesforce – actual people – is almost an oxymoron. Yes, we can provide sales reps with more software tools but essentially, they are still managing human-to-human interactions to communicate, educate and sell products. Here are the 5 Pillars of Digital Sales Transformation (DST).

3 Strategies to Win with Customer Experience in the Platform-as-a-Channel Ecosystem

In a previous article, we discussed the rise of ‘platforms-as-a-channel’ and the implications for companies across all industries. While there is a multitude of factors driving the rise of platform marketplaces, the underlying driver that makes it a sticky trend lies with the customer. Customers are looking to streamline and reduce friction in their purchasing processes (whether […]