Marketing Strategy

Silo Busting: How to Execute on the Promise of Customer Focus

Ranjay Gulati

When customer focus becomes a key driver for breaking down organizational silos.

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Welcome to the Experience Economy

B. Joseph Pine II, James H. Gilmore

A founding article that demonstrates how companies can differentiate themselves by offering their clients true, unique and memorable experiences. 

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Consumer sentiment and behavior continue to reflect the uncertainty of the COVID-19 crisis

The impact of the Covid-19 crisis on consumer behaviors.

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Why Does Your “New” Strategy Look Just Like Your Old One?

Graham Kenny

How can we gain insight from external perspectives—or even from our competitors’ examples—to avoid remaining stuck in our vision of the market?

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Moving Beyond ABM to Account-Based Engagement

Robert Archacki, Phillip Andersen, Scott Rhodes, Basir Mustaghni

Getting marketing and sales to act together to address the new situation created by the digital transformatyion.

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US B2B decision-maker response to COVID-19 crisis

Liz Harrison, Jennifer Stanley

What seems to have lastingly changed in B2B purchasing processes and decisions. 

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The B2B digital inflection point: How sales have changed during COVID-19

Ryan Gavin, Liz Harrison, Candace Lun Plotkin, Dennis Spillecke, Jennifer Stanley

The deep and lasting impact of the Covid-19 crisis on B2B markets’ commercial processes, notably with an acceleration of digitalization.

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Future of Sales 2025: Why B2B Sales Needs a Digital-First Approach

Kelly Blum

A white paper about B2B sales digitalization.

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Microsoft’s Modular AI Journey at its Global Demand Center

Denis Guz

An example of a jump in performance achieved through the data mining of the sales process monitoring.

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How Brands Can Build Successful Relationships with Influencers

Alice Audrezet, Gwarlann de Kerviler

A bit of advice on making better use of influencers on social networks.

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