The word modern marketing can arouse several notions. Commonly, it could be equated with digital marketing. But to get the most accurate picture, it has to be understood as something that can harness the full potential of a product, brand or company to scale the heights. It needs both updated capabilities, as well as enablers. One of the key enablers involves the agency and talent management systems followed. Another is about the data and technology used. The organization design and culture is another. Then we also have the agile working methods. Among capabilities, it is strategy and insights that truly stand out. It also includes creativity and content. Product and pricing is another. Then there is customer experience and personalization. Quantifying the returns on marketing is equally important, as are the media and channels used for the purpose.


Uploaded Date:11 March 2020

The sales teams in their aggressive attempts to scale the numbers, often miss out on the bigger picture of that the company is trying to portray. This leaves an unfortunate misalignment between the corporate strategy of the brand and the said sales team. In order to rectify this gap, one has to start off by asking the right questions, that will fill the knowledge gaps. Likewise, the management training experience too will need to be customized, as per the feedback received on the entire team. These exercises must also work on building the team confidence. Consulting companies that are successful, are now looking at such an approach. Focus Vision is the perfect example for the same. These principles are however, not binding. Rogers Communication for instance has been successful, in spite of adopting an opposite approach.


Uploaded Date:28 January 2020

It is a universally acknowledge fact on how customer service can be quite bad, with few exceptions, across the board. Business intelligence received from the journal Cost Management, confirms that an average American spends about thirteen hours each year on the calling queue. Another study confirms that three quarters of customers are left unsatisfied after such dealings. And all this is in stark contrast to the mission statements such companies have put up. United Airlines for instance, finds itself right towards the bottom for these, but has a much lofty corporate strategy document and vision statement. Of course, a lot of these customer queues are unavoidable. But on most occasions, companies actually find it profitable to let there be hassles for the customers. Companies want to increase the hurdles to customer complaints, so when customers find a lot of hassle in going through multiple loops, they simply drop their claims. There is also some hidden discrimination as observed through such studies. African Americans, Latinos and women from across the communities, tend to be inflicted with greater amount of stress in handling such customer complaint calls. There are pre- ordained hierarchical levels companies allocate for handling such queries. Lower the level, fewer decisions they can make, so this delays the loop.


Uploaded Date:23 December 2019

In order to effect successful transformations, in the field of science, a secret ingredient has been discovered. That is the use of science. Sales executives are being able to ace the value chain, by making the right use of data and business analytics. A few elements in particular have been identified from within the field of science that are essential. The first stage is to have a comprehensive design to ensure sustainability. The agile deployment of the design is the next element. This will ensure the rapid implementation of the iterative program. The third stage is for performance management and capacity building. Tech- enabled learning can be aced at this stage. Sustainability is also needed to ensure that the process changes, get hardwired in to the system.


Uploaded Date:22 June 2019

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