Monthly Archives: February 2010

End of the gate-keeper.

The gate keeper role is progressively becoming redundant as web tools evolve to offer many other avenues to get “inside” a prospective customer. The most aggressive commercial gatekeepers have traditionally been in the acquisition roles, and finding ways to butter … Continue reading

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Customer Value Proposition

What do you do that others cannot? What enables you to deliver value for a group of customers or potential customers with something in common, which is increasingly nothing to do with demographics, that your competitors cannot match? Answer those … Continue reading

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The song remains the same (with apologies to Led Zepplin)

  The retail end of music industry as we currently know it continues to be in trouble. This New York Times article is now a bit old, but I am pretty sure the marketing challenge has not gone away. Imagine, … Continue reading

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The “organic” approach Vs the “planned” approach.

Much of what we read encourages us to experiment, test, and adopt and adapt the better ideas as they survive, and evolve. I am a great advocate of this approach, but the downside is that an apparent ad hoc mindset, … Continue reading

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Legacy strategies

We spend time and effort managing our way through legacy IT systems, recognizing the impact they have on performance, and the cost benefit of spending the capital to replace them. However, we rarely think about strategy in a similar manner. … Continue reading

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Knowing more by knowing less

Engaging a consultant usually means you have a problem that is deemed to require outside expertise. This begs the question, “why would you engage someone who knows less about your business and its problems than you, to assist solving a … Continue reading

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Rule of three

For a long time as a consultant, who has done a fair but of sales training in a B2B environment, I have fallen back on a foundation proposition made up of three parts. When planning a sales strategy to sell … Continue reading

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