In my last post Ideal Customer Profile: Mining Your Customers, I showed how your existing customers are a great place to start to discover your ICP. This built on the previous post Ideal Customer Profile – Part 1: Introduction, where I introduced the concept of the Ideal Customer Profile. The attributes of your Ideal Customer…
I have written about Trust a lot over the years, but was prompted to revisit this important subject having just watched In Technology We Trust, a panel discussion from Davos. Before I get into the topic here, it’s worth watching this short video extract of Marc Benioff of Salesforce talking about the importance of trust…
In a previous post Ideal Customer Profile – Part 1: Introduction, I introduced the concept of the Ideal Customer Profile. In this post we will look at how your existing customers are a great source of insight with which to start. (Much of this post is from my latest book: Digital Sales Transformation in a…
In last year’s Business Performance Benchmark Study, when we looked at the topic that would dominate boardroom conversations in terms of business disruption, the winner – if that’s the right term for a disruption – was very clearly Digital Transformation. 48 percent of study participants put Digital Transformation on the boardroom agenda. That was one…
The buyer matters, really. As you know I’ve been saying this for years – and now it seems there’s an acceptance that the customer should be at the center of all sales and marketing activity. I have the data to support this; now published in a recent research report Thriving in the Whirlwind. Download THRIVING…
Thinking about the impact on a customer: If you have read much of what I have written, you will undoubtedly have come across one of my favorite phrases: The impact on a customer of a bad buying decision is typically greater than the impact on a salesperson of a lost deal. I believe that to…
