Disrupting The Game

Reprioritise Point of Sale and focus on Point of Value

Organisations must rebalance away from sales and prioritise value delivery, according to CX guru Bruce Temkin.
Temkin says too many organizations overly focus on selling their products and services, but that sales revenues are not necessarily an indication of long-term success. Temkin says value is too often missing from the picture.
It is an obvious point, but if customers don’t get value, they will not re-purchase or renew and their commentary will be negative.
Companies work hard to get new customers, Temkin acknowledges. And, many firms are improving their customer service. But there’s a critical phase in the customer lifecycle that frequently gets missed. This phase is what Temkin calls the Engagement Phase.

The loyalty data value equation

All types of brands, from tiny consumer products to restaurants to large retailers, are creating a new era of loyalty programs, driven, in part, by a need to collect first-party data.

However, the legendary Marketoonist Tom Fishburne says marketing teams sometimes forget the importance of that “trade-off”. There’s a value exchange — consumers give up personal information and brands give something in return. Consumers need to feel that the trade-off is worth it.

The decisive new NPS metric: earned growth rate

Confronted with the gaming of his original NPS, the concept’s founder Robert Reichheld is now advocating that it be paired with a new metric: earned growth rate. However, will this new tool work? Can most firms readily calculate their EGR?

SOS: high impact predictive tool or overrated and over hyped?

Is Share of Search marketing’s compelling new metric, which can predict future market share? Supporters of the concept say “yes” and then add several caveats. Detractors also frame their “no” with caveats. Check out the Growth Colony’s Share-of-Search webinar which features Forethought Research’s Ken Roberts and Holistic Analytics’ Tasman Murray moderated by myself.

Green Hat's 2021 B2B marketing research report

Slow progress is not good enough

Now into its second decade, the survey by leading Australian B2B marketing agency Green Hat shows that marketers are achieving only slow progress in digitising and driving commercial outcomes.

Marketing must earn its Board Room credibility

Marketing has long been a lightweight player in too many old-school Boardrooms, dominated by people with finance and legal backgrounds. As it is not regarded as mission critical, Marketing’s Opex budget profile is typically the first to receive a haircut when challenging times are experienced as they are now. Growth Colony’s Shahin Hoda and I explore what Marketers should be doing to better engage, communicate the customer first imperative and earn commercial credibility in our robust podcast conversation.