The Product Manager vs. The Strategist

How the people behind the roles that shape your world think.

Editor’s Note: I fail to see the need for this distinction or the need (or even the desire) to separate how and what, but I still found the article to be an interesting read.

Marc Goedhart, Tim Koller, David Wessels

Our research shows that even if short-term investors cause day-to-day fluctuations in a company’s share price and dominate quarterly earnings calls, longer-term investors are the ones who align market prices with intrinsic value.

Five Key Metrics You Need to Create a Customer-Centric Company

To ensure the customer-centric vision takes root, you need to establish clear metrics that are linked to the company’s strategic, operational, and financial goals. Those metrics will help with determining priorities and shifting the orientation of the company toward a more customer-centered business model. Ideally, the marketing team will work with the executive team to establish the metrics.

Once the metrics are selected, it is a … [ Read more ]

Nineteen (19!) Ideas for Growing Your Email List

What would you rather have, a big list with dismal conversion rates or a smaller list targeting a highly engaged audience? Thought so.
For a healthy opt-in email list, quality always trumps quantity, and here are 19 budget-friendly ways to get the list you want. What you’ll find here are a few new twists to familiar tactics, along with real results and examples, to help you … [ Read more ]

Customer Analytics: Cutting a New Path to Growth and High Performance

Customer-centricity is an increasingly important requirement for competitive advantage and, ultimately, high performance. As part of this, developing a robust customer analytics strategy has become vital to help identify the segments that matter, draw insights about behavior and point the way to process changes that will impact customer loyalty and profitability. Accenture discusses how some organizations have effectively done this and outlines four principles that … [ Read more ]

Buying In: The Secret Dialogue Between What We Buy and Who We Are

Brands are dead. Advertising no longer works. Weaned on TiVo, the Internet, and other emerging technologies, the short-attention-span generation has become immune to marketing. Consumers are “in control.” Or so we’re told.
In Buying In, New York Times Magazine “Consumed” columnist Rob Walker argues that this accepted wisdom misses a much more important and lasting cultural shift. As technology has created avenues for advertising anywhere and … [ Read more ]

The Price Is Right: Optimizing Industrial Companies’ Pricing of Services

Too often, industrial companies are leaving cash on the table – and missing opportunities to cement customer loyalty and boost repeat sales of their equipment – because they base decisions about bundling and pricing their services on anecdotal information. We offer a systematic approach to examining markets, leading to a much more informed perspective on the opportunities and risks in bundling and pricing services.

Supersizing and Downsizing: The Impact of Changing Packaging and Portion Sizes on Food Consumption

When it comes to packaging, size matters. In a research paper, INSEAD Associate Professor of Marketing Pierre Chandon and co-author Nailya Ordabayeva, an INSEAD PhD student, found that changes in the shape of packaging or portions can have a big impact on our consumption patterns.

A Three-Step Product Commercialization Insurance Policy: How a GM Can Overcome the Odds

Bringing a new product to market is one of the most costly and risky activities that any GM faces.

Voice-of-the-customer research and stage gate reviews have improved the odds of achieving success. But do they go far enough?

Three important tasks are frequently overlooked even though they offer the ability to identify weak links early on.

So, how can you overcome the odds? Arm your team with a … [ Read more ]

Want (Your Product) to Look Good? Follow Something that Looks Bad

In marketing, context can be as critical as content. Recent research by Zakary Tormala and others finds that messages are perceived as more powerful when they are preceded by different messages that appear to have less substance or to be authored by someone with lesser credibility

7 Deadly Claims

Jeff Sexton at Future Now identifies and challenges seven common marketing claims, explaining why they are ineffective and offering ideas for making them persuasive.
1. Superior Customer Service
2. Easy to Use
3. Most Experienced
4. We’re #1
5. 100% Risk-Free
6. Cutting Edge
7. Best Value

Conversion Rate Optimization, Upside Down

Way too many conversion rate optimization projects are coming up empty. Companies feel they work too hard for too little return. Most conversion rate optimizations efforts are focused on pages and elements but don’t focus on the entire persuasion scenario. Perhaps and understanding of The Hierarchy of Optimization can help.

Notes From Buffett Meeting 2/15/2008

Here are notes from a Q&A session with Buffett hosted for students from Emory’s Goizueta Business School and McCombs School of Business at UT Austin.

To Guide or Not to Guide

An investigation shows that investors suffer when firms stop giving quarterly earnings guidance.

What Happened to the Bull Market?

By the time NASDAQ reached its peak in the recent bull market, many financial commentators had begun to accept the idea that stock market valuations were no longer driven solely by the traditional economic factors: earnings growth, inflation, and interest rates. Instead, they suggested, new factors—such as structural changes in the economy, new rules of economics, and the value of intangible assets and brands—justified the … [ Read more ]

Will Stock Prices Keep Falling? Look Again at the P/E Ratio

Many analysts argue that despite the carnage on Wall Street over the past year, stock prices are still high by historical standards. Is that true? Could stocks fall some more before they reach bottom? Wharton finance professor Jeremy Siegel, author of Stocks for the Long Run, suggests that benchmarks such as the price-to-earnings ratio present a more hopeful picture than many market observers believe.