Archive for the ‘Innovation’ Category

Creating a customer-led company culture

June 17, 2014

Customer-led CultureEmpowered customers are shaking the foundations of industries everywhere. Compared to the old way of doing business, today’s customer revolution is driven by a set of self-reinforcing, customer-first paradigms.

In this new order customers set the agenda by establishing the terms of engagement; customers increasingly provide inputs for new products and services, which they assume will come personalized for them; customers expect companies to listen and learn from their everyday experiences and get respect when things don’t go as planned. In this emerging world a customer-led marketing culture can be a company’s competitive edge.

While a few companies “get it”, most still need to adapt to these unusual and fast-changing times. At such firms CMOs and other business leaders should consider several steps to develop and foster a customer-led company culture: (more…)

Connect with your clients to co-create new value

May 27, 2013

Connect with your clients to co-create new valueThis past week I attended Salesforce.com’s Customer Company Tour in Paris, where they showcased the various products and services that form their Customer Company vision.

During the introductory keynote presentation, Salesforce co-founder Parker Harris laid out 5 questions that companies must answer in their quest to become a customer company.

Viewed more broadly these issues are about becoming more relevant to clients by connecting, listening and collaborating with them through direct, interactive relationships, leading to the co-creation of more relevant and unique customer value propositions. (more…)

How a market-focused approach leads to products that customers value and will pay for

May 21, 2013

Products customers love

Innovation and new product development are hot topics in today’s market, especially in technology sectors like IT, software, Web, telecoms, and related areas.

Every organization has its own approach for developing new offers to bring to market. Today’s firms invest up to 15-20% of revenues on R&D, depending on the sector, for creating, testing and trialing new technologies and new products.

At the same time, when it comes to developing new products, what matters is not just the amount of resources allocated to new product initiatives, but how they are applied. (more…)

Externalize marketing? Why it makes business sense

May 6, 2013

Externalize marketing? Why it makes business senseMarketing has become more specialized and strategic than ever. Customers are more vocal and increasingly deal with companies on their terms; New companies can serve clients in new markets and compete with established ones more easily, and companies have an increasing range of ways to create and deliver targeted value to their clients, while precisely measuring the effects.

To thrive in this ever changing, high-stakes world, business leaders must invest in professional marketing capabilities to better serve clients and compete.

So what what does this mean for today’s technology firms? (more…)

Intel: How a tech leader can lose its mojo

April 17, 2013

Intel - How a tech leader loses its mojoAs one of the powerhouses of the personal computing revolution, Intel, along with its partner in crime Microsoft, came to symbolize the Wintel era of increasingly powerful (read energy-hungry) and standardized (read price-driven) desktop and laptop computers.

Despite the rise of smartphones and more recently tablets – both requiring small, low-cost, low-power chipsets – Intel continued to back its PC-driven empire, which continued to crumble at a historic double-digit rate.

Following the release of it’s latest quarterly results on Apr 16, this translated to a -17% decline in net income, its 5th consecutive quarterly fall.

How did this tech leader like go from great to dismal and how could they recover? (more…)

Marketing helps light the path for today’s CEOs

January 30, 2013
How marketing lights the CEO's path

How marketing lights the CEO’s path

The economic backdrop of the past decade has been filled with volatility and uncertainty. To get through it, companies from all sectors, including technology, have had to become more resilience by quickly adjusting to today’s shocks, while taking pre-emptive measures for the future.

In its 16th Annual Global CEO Survey, PWC, the world’s largest professional services firm, asked over 1300 CEOs worldwide what they saw as today’s critical business challenges and opportunities.

Within this volatile environment, more than ever, a marketing approach is helping to light the path forward for CEOs by providing key insights on markets and customers, and by helping to direct strategy to better satisfy client needs, while fighting off competitive threats.

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Become indispensable to clients by helping them control costs

January 23, 2013

Become indispensable to your corporate clients by helping manage costsIn the current business environment, controlling the total cost of ownership or TCO of a new technology investment is high on the agenda of most business leaders.

This is especially true for companies that rely on hardware and/or software-based systems to deliver commercial products and services to their end-clients.

However, given the increasingly complex and disruptive nature of technology today, this is becoming a complicated and difficult task. Technology suppliers that can help their clients manage costs are well-placed to become indispensable to the success of their clients. (more…)

13 Marketing Trends for 2013

January 10, 2013
Major Marketing Trends for 2013

Adobe’s Major Marketing Trends for 2013

With another year getting underway, many folks have been busy making varied sets of predictions for the year.

One set of predictions that we particularly like comes from Adobe: 13 major marketing trends for 2013 (more…)

The continuing rise of Amazon

November 26, 2012

Amazon’s mobile app

With the passing of Apple’s late CEO and co-founder Steve Jobs, the title of most innovative technology business leader can arguably go to Amazon founder and CEO, Jeff Bezos.

Here is a quick look at the rise of Amazon and some of the reasons behind the success of this mix of seemingly unrelated businesses.

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Technology growth opportunities are driven by uncovering and leveraging customer insights

May 9, 2012

To be successful and fuel growth, companies must relentlessly look for the best ways to serve their customers while fending of competitive threats.

The following examples, which examine the fast growing tablet computing market, show that this is not always easy without a strong understanding of end-customer needs, desires and expectations.  (more…)