Is Your 2013 Planning a Budget Battle? Try Something New – Preference Marketing

It’s budget season for most companies and a key part of the process is balancing revenue targets with investment levels. We all know how the story plays out; it’s always a fight leaving all involved bruised and sore with a good amount of lost trust. Oddly, people wonder why Sales and Marketing don’t get along? The irony is that both Sales and Marketing are wrong..... Read the complete post on Forbes.

Four Things Fortune 100 Buyers Wished You’d Do

Most sellers are product-feature obsessed while their Fortune 100 buyers are relationship focused. In a recent study conducted on how companies purchase technology we found that Fortune 100 organizations place more importance on the quality of their vendor relationships than how well the product or service performs. Fortune 100 buyers are frustrated with the state of their vendor relationships ..... Read the complete post on Forbes.

4 Ways Verizon Is Trying To Get Rid of Me

I hang on to this myth that Verizon really does want me as a customer. The reality is that Verizon doesn’t care; they know I’m not going anywhere for two years. For many buyers the decision to change vendors happens long before the product or service is delivered or even purchased. Sellers don’t see the signs because they focus on historical patterns; not on the buyers’ experience. By not understanding how the buyers’ journey traverses social and physical worlds and how different interactions impact trust and credibility, sellers inadvertently drive their own churn. There are four experience disruptors that drive churn..... Read the complete post on Forbes.