Free Library Catagory: Market Intelligence

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How to Get Closer to Your Customers

Customer intimacy requires that you blur the lines between you and your customers. It requires that you share your strategy with your customers, become part of their community, and develop enduring collaborations. It requires that you become so well known to each...

How to Validate Your Value Model

Value-based strategy affects everything that you do to define, create, market, and sell products. Pricing, sales training, market requirements, market segmentation, competitive positioning, roadmap development, value-based strategy affects them all. But do you know...

Voice of the Customer for Capital Equipment Companies

Your new product meets specifications. It was released on time, and it came in under budget. That’s all good news, but will anyone buy it. A well-run development program isn’t enough to ensure a market winner. You have to commit yourself every step of the way to...

Why You Can’t Get VOC Meetings and What to Do

What's your most frequent response to an Amazon product feedback request in your inbox? You delete it. What about when your phone's flashing the caller ID of the dealership where you just purchased your car? You let it go to voicemail. What about the customer survey...

Could a Lack of Customer Intimacy be Lethal?

What if the consequence of superficial customer relationships was more than weak pricing and diminished competitive advantage? What if failure to get close to your customers could obsolete your successful, respected company in an instant? It can. Following is a true...

8 Signs of Voice of the Customer Malpractice

You’ve been peddling capital equipment for a long time now; long enough to know that he who knows the customer best wins. Nothing could be me more important than discovering a new problem your customer expects to face or getting a heads-up on an unexpected turn on the...

5 Ways to Accelerate New Product Time to Market

Almost every program review ends with the senior executive at the table asking: “Can’t we do it faster?” There’s a good reason. Getting a jump on the competition by introducing a new capability first translates directly into market share gains and premium pricing....