Developing strategy is tough stuff. Because it is so difficult to do, many strategy documents turn out to be a “check the box – we got one” set of slogans that don’t really inform decisions and are difficult to implement. Consequently, the pithy strategy statement is not translated into real work, which is essential to improve the performance of the business. So how do we solve this dilemma?
This article challenges sales managers to think critically about collaborating with top customers. Instead, the authors suggest managing the closeness of the relationship by assessing the true benefits that come from collaboration.
Every sales manager expects their sales team to contribute market and customer information in order to improve strategic decision making. This is the foundation to building a true learning organization with a sales team. However, some salespeople are impeding the flow of knowledge and weakening interpersonal and organizational performance.
Customer journey mapping is a concept that builds on touchpoints, and organizes the customer journey through these touchpoints in a three-part approach: preservice, service, and postservice.
Relationships are important in business-to-business marketing, but defining what is meant by “relationship” is difficult.
There are two types of contracts: legal and psychological. This article suggests that marketers and retailers have to remember that to a customer, perception is reality.
Trust is an integral part of any successful business relationship. In this article, the authors look at how farmers perceive building trust in business relationships.
The temptation to win over a new customer with a price discount is strong. In this article, the authors review research on how deep discounts affect profit in the short term and the long run.