Posts Tagged ‘customer experience’

CEO as Chief Buyer Officer

April 18th, 2013

We are all seeing a shift from vendor-driven to peer-influence is marginalizing vendors. Buyers demand to be empowered with education on the problem definition before they engage for education on the solution differences.

We believe that the underlying problem that is driving this shift in your markets FROM a buyer’s perspective is that your company is not helping them understand what problem(s) that you solve for them. We believe that this is accelerating because the availability of information is increasing in markets. The buyers don’t need or can’t find the vendors who don’t help them with decision support. But, why is this a CEO level problem?

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Open Letter to Buyer-Enabled Organizations

December 20th, 2011

The last two posts, an “Open Letter to CMOs” and an “Open Letter to Buyers” have triggered a large number of pretty intense conversations about the frustrations that you’re feeling today around the disruptive impact social media is having on your markets.  It’s disruptive, not because of the technology, but because of the impact it’s having on your relationships with your buyers, their perceptions of your organization and their desire to want to begin or continue to do business with you.  The fear and the uncertainty that you’ve shared with me is not knowing what impact this disruption will ultimately have on your company’s reputation, revenue, market share, the quantity and quality of the relationships with your buyers, if you were to just continue down the same path you’re on today.

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Recent Social Executive Council Post: Open Letter to Buyers

November 7th, 2011

Recent Social Executive Council Post: Open Letter to BuyersWe owe you a mea culpa…. We’ve been seller driven, not buyer driven. We’ve focused on selling you what we think you need (what we sell) versus helping you make better decisions.  We haven’t helped you make the business case for why this is a significant problem.  We’ve automated our marketing systems to better reach you, but never asked if or what you’re interested in.  We’ve treated you as a company, not as a group of individuals with different needs, perspectives, and roles.  We don’t know what a “day in your life” looks like to give us context as to why you don’t have the time to sit through our “canned” presentation, educate us on your business, and sift through all of our market claims.

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Recent Social Executive Council Post: Open Letter to CMO’s

September 9th, 2011

It has been awhile since I wrote my last open letter to the SEC, but my goal with these is to summarize important trends that I see consistently across the executive members within the group in a way that helps highlight major strategic challenges. Continue reading “Recent Social Executive Council Post: Open Letter to CMO’s” »

Social Media is Raising the Bar on Enterprise Relationships

January 4th, 2011

I admit it. I have used the phrase “Relationship with the Brand” at one point in my career. I am now officially classified as a recovering “brand” guy.

 But, then again I have also used Customer Relationship Management to describe a customer relationship with the same seriousness. I have also come to the revelation that CRM really stands for customer record management.  I am also now officially classified as a recovering “CRM” guy too.

 If I keep this up, I won’t have many corporate friends left.

 In all seriousness, the state of the technology is improving and we are seeing the impact of social media on the corporate view of “customer relationships”. If you ask almost any senior executive about the importance of customer relationships, or any enterprise relationships, you will get an absolute affirmative. All of them would agree that relationships make the difference in business, but they would be challenged to express how relationships have a direct tangible benefit.

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