Relationships, Technology, and Accountability Customer Marketing 3.0 challenges marketing leaders to reevaluate not only their customer marketing activities but vast facets of their marketing organizations. The relationships customer marketing practitioners develop and maintain with each of these different groups—from sales, to customer success, to product, to finance, to IT—evolve from ones largely focused on tactical… Read More
I was about two years into a four-and-a-half-year stay at Sun Microsystems and serving as the Customer References Manager for Sun Professional Services when the “2002 Customer Reference Scandal” took place. CIO magazine published a cover story on customer references. It became the talk of hallway conversations with other marketing team members and engendered significant consternation among Customer… Read More
When growing up in western Kansas in the late 1970s and early 1980s, the highlight of the long summer days while working in the fields was the KC Royals game that normally aired at 7:05 p.m. We didn’t realize it at the time, but we were spoiled. Nearly every year for more than a decade,… Read More
Fifteen years ago when my marketing career was just getting started, technology played a minor role in facilitating marketing programs was largely confined to financial systems. Storytelling was something you did when tucking your kids into bed at night. And social media wasn’t even a blip on the radar. In just that short span of… Read More
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