Unleashing the power of CMOs: A new era in B2B marketing

Viewed in Egon Zehnder The article by Egon Zehnder delves into the evolving role of Chief Marketing Officers (CMOs) in Business-to-Business (B2B) contexts and the strategies they employ to drive success. The article highlights the transformation of B2B marketing from a support function to a strategic driver of growth. CMOs are playing a pivotal role… More

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Deliberately Underselling as Sales Strategy

Viewed in Tomasz Tunguz For any ambitious sales executive, the temptation might always prove too irresistible: Hype their product or service, exaggerating it beyond reasonable expectations, to be sure a sale is secured. If this extra hype actually helps secure the sale, what’s so wrong with that? Hype pitfalls In this article, venture capitalist Tomasz… More

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The Evolving State of Digital Transformation

Viewed in BCG The COVID-19 pandemic is increasing companies’ urgency with digital transformation, management consulting firm BCG contends in this research report. 80% of companies accelerate their digital transformation In a survey of 825 board members, CEOs, chief experience officers, and other executives across eight industries, BCG found that 80 percent of their respondents intend… More

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Amazon’s Priorities Over the Years

Viewed in Harvard Business Review. Harvard Business School professor Boris Groysberg, who has partnered with us on several corporate research projects, teamed up with Harvard Business School researcher Tricia Gregg to analyze, with the aid of two technical tools (NVivo 12 Pro and Linguistic Inquiry and Word Count (LIWC)), Amazon’s annual letters to shareholders over… More

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