What Drives B2B Organic Growth? Now we know.

What Drives B2B Organic Growth...Now we know

Want to drive rapid, profitable, sustainable growth at your company… and focus on what matters most? This original research taps over 10,000 years of combined experience from 540 B2B professionals. You’ll see which of 24 growth drivers they deemed the most important, and which they were most eager to improve. ... Read More

B2B vs B2C: Why B2B companies have advantages

B2B vs B2C

When you consider B2B vs B2C, which market profession has greater advantages? Business schools offer more B2C courses, consumer research tools abound, and sophisticated marketers at B2C companies like Apple and P&G are held in high esteem. B2B marketers are often engineers or sales reps that were tapped on the shoulder and told to “do ... Read More

Don’t Confuse Concept Testing With VoC

Concept testing vs VoC

If we bring a prototype to a customer, this is “concept testing.” Something different from voice of the customer research.  But when definitions are not understood, these become conflated and we fool ourselves into believing that we’re more customer-centric than we really are. This confusion results from how innovation and new product processes have evolved. ... Read More

Benchmarking for B2B Product Innovation

Benchmarking for B2B - Four Steps Needed for New Product Differentiation

While VOC is extremely important, the most overlooked practice in B2B product development today is competitive benchmarking. This should be done in the front-end of innovation using 4 steps: 1) Identify outcomes to benchmark, 2) Identify customers’ alternatives, 3) Identify test methods, and 4) Identify benchmark levels (how good is good enough?) ... Read More

Ideation: Definition and Meaning

ideation definition ideation meaning

What’s the definition of “ideation?” The meaning of “ideation?” As Voltaire reminded us, “If you want to converse with me, define your terms.” So, what is “ideation”? Ideation Definition According to Merriam-Webster, it’s “the act of forming or entertaining ideas.” However, as a definition within the larger new product development process, that’s not overly helpful.  ... Read More