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Marketing & Sales

Why Service Design Should be Fundamental to your Strategy

A recent Gartner survey on the role of marketing in customer experience found that, by 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago.

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Is it OK for the Sales Team to Set your Strategy?

Of course it’s not OK, and most CEOs would bristle at the thought. Sales professionals, talented as they may be, don’t have the perspective to formulate and implement the company strategy, and likely have no experience doing so.

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The Art of the Sponsorship: 3 Ways Sponsorships Can Improve your Brand

Global sponsorship spending is a $60.2 billion business, according to IEG’s 31st annual year-end industry review and forecast, and is projected to grow 4.7% this year. What is it that draws CEOs and CMOs to sponsorships as a brand-building tool? One CEO explains how a niched, targeted sponsorship has been effective for his business, while the event director offers 3 ways CEOs can optimize their sponsorship spends.

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