February 11 2015
The Cluetrain Manifesto has been updated
A good reminder about what’s happening and what’s at stake today on the Internet. Clear thinking and clever writing here. Check out especially these clues: 57, 58, 60, 63, 64, 87, and 112. via News Clues | Clue Train
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October 30 2013
How B2B companies talk past their customers
More good support for why Sales and Marketing do better together.
“Even in the digital era, our surveys show that personal interactions with sales reps remain the most influential factor—across touch points—for B2B customers. That makes salespeople a great source of information about the degree to which customers see your products as differentiated or worth a premium. Have an honest dialogue with your sales staff. If you hear about consistent pushback on pricing or an inability to articulate a compelling argument for the value of your products, you’ve got a problem. It could be your product or service, of course. But it also may involve disconnects between what your customers value and the messages you send them in your broader (digital and more traditional) marketing activities. Use your sales force to inform these strategies. Leading companies make extensive use of frontline interaction and market research to stay in tune with customer needs and perceptions.”
via How B2B companies talk past their customers | McKinsey & Company.
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