On October 1, 2015 we are hosting an executive roundtable to
try and answer this broad question. along with our friends at Gainsight
we are bringing together a dozen marketing and business leaders with the aim of
discussing questions around the future of marketing and in the age of the
customer.
Our fundamental assumption if that the relationship between
the buyer and seller is forever changing. Power has shifted to the customer and
they are expecting their vendors to deliver success in the form of business
outcomes.
The difficult truth is that customers don’t really care
about your products, they care about the results you can help them achieve. And
although most companies feel they are focused on customer success, the evidence
from customers themselves tells us otherwise.
This roundtable will try to address some of the following
questions:
·
Who should benefit from marketing?
·
What marketing programs are most valuable to
customers?
·
How should companies organize to deliver these
programs?
·
What emerging capabilities will organization
need to develop?
That is true: to get a customer to stay longer and pay more, you have to do something that’s going to help them feel like they’re being successful. You need to help them achieve their desired outcome. For example, the desired outcome of a user who purchases a B2B accounting software package might be to prepare for an audit, but as the customer matures, they will need to reduce their taxes or move money overseas. iDeals data room provider
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