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B-to-B marketers must face up to the fact that as
much as 70% of final customer brand image and preference are established
by sales. If they want to increase their effectiveness and impact in
driving revenues in B-to-B firms, they must learn to be more effective in
equipping and supporting the sales process...
-Harry Watkins, from Aberdeen
Market Viewpoint 10/2002 If marketing and sales do not
cooperate, the company's strategy will be inconsistent and weak; and
execution will be flawed and inefficient. In today's hyper-competitive
world, the sales and marketing functions must yoke together at every
level-from the core central concepts of the strategy to the minute details
of execution.
-Ben Shapiro, from Harvard
Business School Article 10/2002 Moreover, what customers
want is a little more sweeping than in the past. They're looking for good
service and innovative offerings, and are demanding better pricing (no
more 90% margins), distribution, and product design. If these demands
aren't met, they'll leave -- quickly, quietly, without remorse, and with a
backward glance that says: "You just don't get it."
-Don MacRae, from Welcome
to the Customer Economy 5/2002 Today's CRM solutions can
track customer buying behavior, but predicting future behavior, such as
what customers will do or want next, from past behavior is like steering a
tanker by observing its wake,' said Aberdeen research director Harry
Watkins.
-Harry Watkins, from Factoring in the
Voice of the Customer 4/2002 To survive any kind of
downturn, be prepared to make difficult decisions, and stay focused on
your customers. If you can satisfy customers' changing needs, your
business will survive -- even when consumer spending declines.
-Lillian Vernon, Interviewed in Fast Company
5/2001 If you take care of your customers, everything else
will fall into place. You have to understand your customers, and you have
to follow them.
-Lee Iacocca, Interviewed in Fast Company
5/2001 Increased customer satisfaction drops directly to the
bottom line. When a company can improve its customer satisfaction ratings
from a level of "average" to "high" based on a 30% improvement in
performance for example, the return could be $25 million for companies
with $1 billion or more in sales.
-Lisa Bertagnoli , from Getting
Satisfaction 5/7/2001 The Net will create hundreds, maybe
thousands, of opportunities to profitably redefine customer expectations.
Any e-business initiative that isn't built atop customer insights that are
both profound and novel will end up as little more than digitally enhanced
reengineering.
-From Is This All You Can Build with The Net, Appearing in
Fortune
Magazine 4/30/2001 The savviest companies jump at the
chance to meet demands head-on - inviting customers to participate in
design and R&D-and turn consumers into working assets.
-From Capitalize Your Customers, Appearing in Business
2.0 3/12/2001 In the end, a customer-centric culture
sustains itself during times of great change. What we must have -- and I
do mean "must" -- is a core competence in reinventing ourselves as the
needs of our customers change with the marketplace. We can't make
assumptions anymore…
-From Dawn Gould Lepore, Interviewed in Fast Company
3/2001
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