We asked this question of new-product teams that had conducted a total of 875 B2B-optimized customer interviews. 96% said these interviews would have a moderate, significant or great impact on their company’s organic growth rate. Only 4% said the impact would be “slight.” About the same amount also felt such interviews would positively impact their company’s culture.
More in white paper, Guessing at Customer Needs (page 10).
Do you plan to grow faster than the markets you serve? Well so do your competitors. How will you win while they lose? Smarter R&D… more persuasive marketing… harder working sales? Can you think of even one unassailable competitive advantage? This series explores the answer for B2B companies today.
More in research paper, What Drives B2B Organic Growth
Imagine a project that leads to new product sales of $5 million per year, with average profit margins. What’s the net present value of launching this product just one month earlier? $80,000! That’s $4000 per business day. Think we could use a little more “innovation urgency”? Consider three ways business leaders can accelerate projects… First, ... Read More
Many B2B suppliers consider competitive pricing as they plan new-product pricing. Or worse, cost-plus pricing. Both are irrelevant if you deliver real value to customers… not a “me-too” product. Competitive pricing just helps you judge initial customer reaction, and cost-plus just sets the pricing floor. Neither tells you what customers will pay. For that, you need customer-value pricing.
More in article, Is Your Innovation Supplier-Centric… or Customer-Centric?
Finance is the calculus of growth. Engineers, product managers, and CEOs are all guided by financial metrics to lead the business to fulfill its purpose: sustainable, profitable growth. Meanwhile, the outside world uses finance to estimate firm value and potential. Perhaps due to the breadth of stakeholders, it’s easy for a company to slip into ... Read More
Most sales professionals are rewarded for one thing. Selling. This year. But if you want to sell a lot more in 2-3 years, better learn today what customers really want. Who better to do this than the people you’re paying to meet with customers daily? Perhaps future companies will unleash sales-and-learning pros… not just sales pros.
Learn more about B2B innovation at theaiminstitute.com
Do you have a true team… or just some “emissaries visiting from foreign functional areas”? Winning teams share these traits: a) Management signals this work is a top priority, b) the team leader is enthusiastic and capable, c) team success impacts personal performance reviews, and d) the team members want to be part of this team.
More in article, What’s Restraining Your Growth? Your Time Horizon
We are all unique, or we think we are, with this problem: our products are becoming more and more like commodities. You know, gasoline, steel, top soil. Our superior product dreams are trampled by the heavy feet of commoditization. Wouldn’t it be so much more fun to tout the amazing technical wizardry in the annual ... Read More
It may be that your customers’ customers opinions matter more. Somewhere in your downstream value chain, there’s a “drive sprocket” that’s moving the rest of the value chain. Find it, uncover all their needs, quantitatively isolate the critical ones, and pursue these like there’s no tomorrow.
More in e-book, Reinventing VOC for B2B (page 26).
That’s too bad. They could follow 12 rules to dramatically improve their launches. A new approach is needed for three reasons: 1) The digital age is changing everything. 2) B2B marketers have been following the rules of consumer goods marketers too long. 3) Much more rigor is needed than most B2B companies apply today.
More in e-book, 12 New Rules of B2B Product Launch