One is throwing more money at R&D in a Soviet-style arms race. Another is exhorting the troops to do better. An all-time favorite is asking tough project-review questions… but not training teams in the skills needed to find the answers. What if all your teams had the highest possible skills in understanding customer needs? Might this work better?
More in e-book, Reinventing VOC for B2B
The potentially-intrusive nature of consumer “big data” has already caused some mistrust of B2C marketers. Conversely, the best B2B marketers—especially in concentrated markets with fewer customers—are now developing powerful interviewing skills to listen closely to their customers. You can imagine the response: Who among us doesn’t want to be carefully listened to and understood?
More in e-book, Leader’s Guide to B2B Organic Growth (Lesson 15)
Should your employees learn customer insight skills from an external firm… or should you develop home-grown training? If the external firm has worked with many companies across many global industries, it will probably advance these methods faster and further than you can. Think of them as the golf club maker. The glory belongs to the golf pro… so focus on your practice time, coaching and desire as the pro… not in making clubs.
More in article, B2B Leadership: Time for Greatness