Brand or product? The chicken and egg dilemma
A robust brand is a must in the dynamic landscape of today’s market. It’s imperative to understand that while a superior product is essential, the brand purpose truly differentiates and elevates a product in consumers’ eyes. Understanding the brand A brand purpose transcends the mere functionality of a product; it embodies the essence of what […]
Rebranding: to do or not to do?
Rebranding is a strategy that can transform a company, helping it stay relevant, adapt to market changes, and respond more effectively to customer needs. Companies should not take the decision lightly, as the process demands resources, time, and clear objectives and vision. However, rebranding offers numerous benefits and can often determine a company’s success. Below, […]
Focus on the problem, not the product, is the key to success!
Success: how to achieve it? I have had several conversations with founders about their startups in the past months. Recently, one of these stood out. Over dinner with a group of entrepreneurs, I met a passionate student who spent his evenings building a startup with his co-founders after a day of working a corporate internship […]
20 reasons why your SME is not achieving its B2B sales and marketing goals
In the competitive world of B2B, achieving sales and marketing objectives can be an ongoing challenge, especially for SMEs looking to maximise their resources. Here are 20 common reasons why you might be falling short of your goals: 1. Poorly defined Ideal Customer Profile (ICP) With a clear ICP, it is easier to focus on […]
KPI: Key Performance Indicators, an introduction
In today’s data-driven world, businesses must track their performance to make informed decisions and achieve their goals. Key Performance Indicators (KPIs) guide your business towards success, providing valuable insights into what’s working and what needs improvement. This ebook will delve into the most crucial KPIs across various business functions, empowering you to understand, track, and […]
Innovation means revenues: the new imperative
Lessons from BCG and application to sales and marketing strategy. In today’s business environment, innovation is no longer a choice but a necessity. It must be an integral part of organizations that aim to stay competitive, drive growth, and capture new market opportunities. I’ve been thinking about the importance of innovation in driving revenue growth, […]
Innovation Manager’s toolbox: resources and frameworks
Innovation isn’t just about having brilliant ideas. It’s about cultivating an environment where those ideas can flourish and evolve into tangible results. As an innovation manager, your toolbox should contain resources and frameworks that empower your team to think creatively, collaborate effectively, and navigate the often complex innovation process. Let’s explore some of the most […]
Innovation Management: trends shaping the field
Rapid technological advancements and evolving market dynamics are driving perpetual flux in the landscape of innovation management. Organizations that aim to remain at the forefront of innovation must adapt to these changes and embrace the tools and strategies that will shape the field’s future. Let’s see some of the most significant trends and technologies revolutionizing […]
Measuring the impact of innovation
Innovation is often seen as the lifeblood of modern businesses, driving growth, enhancing competitiveness, and ensuring long-term sustainability. However, without a clear understanding of measuring its impact, innovation efforts can become aimless and resources misallocated. This is where metrics and key performance indicators (KPIs) step in, offering a structured way to evaluate the effectiveness of […]
The Innovation Manager’s Playbook
In today’s business landscape, innovation is no longer a luxury but a necessity for survival and growth. Innovation managers are pivotal in driving this change by identifying opportunities, bringing new ideas to life, and creating a culture of creativity. But what does it take to be a successful innovation manager? Let’s delve into the essential skills […]
Innovation Roadblocks
Innovation is the key to progress and growth for organizations across industries. However, the path to innovation can be challenging. There are plenty of challenges, obstacles, and often, resistance to change. Understanding and overcoming these roadblocks is crucial for any organization that strives to remain competitive and relevant. Common Roadblocks Fear of Failure: Humans are […]
What is a brand and how to build a successful one
What is a brand? Creating one is challenging and is not reducible only to its graphic expression, such as the logo or brand guidelines. Creating a successful brand is complex, and it involves the whole company: not only communication but also sales, after-sales, the company, internal processes, personnel, stores, products, social media, and interviews with […]
CRM: does your company need one?
CRM software – an acronym for Customer Relationship Management – is a solution that allows you to coordinate and manage every digital interaction between a company and its customers, whether current or potential. CRM software will enable companies and their teams to manage each user’s relationship, simplify work and interaction processes, and improve profitability. Is […]
Storytelling: every market needs a story
Storytelling is a communication technique that has evolved in recent years and reached new levels. Why has storytelling become so important? What is corporate storytelling? What does storytelling mean? What is its meaning? This activity changes the perspective of how a company relates to its customers: it is no longer a company-centric, self-centred communication but […]
Landing Page: What an Effective Page Looks Like
A landing page is a fundamental digital marketing tool that guides users to carry out a specific action, which we call conversion, which responds to a precise objective. Unlike traditional web pages, marketers design landing pages to eliminate all distractions and focus on that single goal, such as getting people to fill out a contact […]
Real-time marketing: marketing never sleeps
Real-time marketing is a communication strategy that uses real-time events and situations to promote products or services. This approach aims to capitalize on the audience’s attention when something relevant happens, allowing brands to insert themselves into conversations that are already active and of great interest. Real-time marketing is a particularly effective tactic to reach the […]
Corporate strategy: an introduction
Designing an effective corporate strategy involves defining clear goals and developing an action plan. From competitive differentiation to innovation, a well-designed strategy is critical to business success and relevance in the marketplace. Thriving in today’s business market requires preparedness. What are corporate strategies? Corporate strategies are long-term action plans companies design to achieve their […]
The Transformation of the B2B Landscape
The world of B2B sales is undergoing a profound transformation. The strategies that worked just a decade ago are no longer as effective, and companies risk falling behind if they don’t adapt. This article will analyze the main challenges sales face today and explore new strategies for success in this new environment. The Lengthening of […]
Key skills for sales (part 2)
In the previous article, I underlined the key skills that are vital to communication in sales: the ability to create harmony with your potential buyer and know how to interpret what they say, what they can’t tell you, and even what they can’t tell you. To do this, you must fully understand your prospect’s learning […]
Key skills for sales success (part 1)
What are the key skills to be successful in sales? In the last twenty years, I have worked with some of the best salespeople I have ever met. I tried to learn from each one, searching for the magical formula for the art of selling. Unfortunately, there is no formula or magic potion; every salesperson […]
Thinking Fast And Slow: what I learned
Many years ago, my friend Paul suggested I read “Thinking Fast and Slow” by Daniel Kahneman. Reading through the pages of his book, I learnt of the dual systems of our thought processes: the rapid, intuitive ‘System 1’ and the deliberate, analytical ‘System 2’. The Nobel Committee awarded Professor Kahneman the Nobel Prize in 2002 […]
Fall in love with the problem
In the last year, I have had the chance to meet with some startups ready to become new unicorns on the market. Few of them offer reasonable solutions, but the majority will not succeed in this journey for a straightforward reason: they love their product while they should fall in love with the problem. I […]
From Data to Knowledge
How may you go from simple data to knowledge? The DIKW model is a robust framework for understanding how information evolves from raw data into actionable wisdom. Each letter in the acronym represents a distinct stage, forming a pyramid of knowledge progression. Data (D): The Foundation At the base of the pyramid lies “data”. Imagine […]
Seat your belt, let’s take off!
If there is no more room at home, look outside. Digitalisation (globalisation) has made the borders that previously seemed impossible for small and medium-sized entrepreneurs today nothing more than a perfectly surmountable obstacle. An opportunity to extend the business beyond the local market. Because multiplying spaces is multiplying the chances of success at the end […]
The price of everything and the value of nothing
In the modern era, Oscar Wilde’s aphorism, ‘Today people know the price of everything and the value of nothing’, is more relevant than ever, particularly in the consulting industry. In a world where the focus is often on tangible costs and figures, the intangible element of value can be overlooked. Creating value means going beyond […]
Problem-solving is a talent that is undervalued
Problem-solving is an essential skill that is undervalued. Many undervalue problem-solving as an essential skill that helps individuals make clear decisions during uncertain times and proves critical for those seeking work in the post-pandemic era. Let’s take a methodical approach that focuses on why we must address the issue, what goal we want to achieve, […]
Attention: traffic ahead!
Attention all businesses: traffic is coming! Consumer behaviour has evolved, and new consumer journeys, competitors, and collaborators come with these changes. CEOs and CMOs must digitally transform their businesses to keep up. One critical task is to bring more traffic to their website, either to sell or generate new leads. However, many companies still need […]
Five keys to create value using your own data
Data: many companies often have access to third-party information, but only you can access your own. Your business collects information with consumers’ explicit consent through interactions on apps and websites and in response to marketing initiatives, such as emails and loyalty programs. Using your records responsibly can help brands forge direct customer relationships, create value, […]
Data analytics is a marathon
Data Analytics: Is your data stuck in a 5K rut? Run the full analytics marathon and learn the 6 key milestones to success.
Data: it’s all about stories
Florence Nightingale was a British nurse who was known and believed in data. She is considered the founder of modern nursing, as she was the first to apply the scientific method through statistics. She made the history books of diagrams in 1858 with a publication related to epidemic deaths in the Crimean War. The key […]
