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Tom Spencer
JANUARY 4, 2025
Consumers are no longer swayed by just a great product, but seek more than that, craving authenticity and a genuine connection to the brand. One answer lies in founder-led marketing, a relatively new concept, but one taking the social media world by storm. In this context, why are some brands more successful than others?
Harvard Business
DECEMBER 11, 2018
Thomas Steenburgh, a marketing professor at the University of Virginia Darden School of Business, was inspired by his early career at Xerox to discover why firms with stellar sales and R&D departments still struggle to sell new innovations. The answer, he finds, is that too many companies expect shiny new products to sell themselves.
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Consulting Matters
OCTOBER 20, 2022
You can stop worrying about the competition because today, I will teach you how to conduct a market scan and find your niche. Today, I'll walk you through the seven steps of your market scan and how to mine for the intel around what makes you unique and how you can stand out – even if you're brand new and just starting.
Harvard Business
FEBRUARY 23, 2017
When consumers believe a product is creative, they are more likely to like , share , and buy it. Jeffrey Loewenstein and I recently published a study examining the features that indicate whether a product is creative in the world’s two largest economies, the U.S. The unusualness of a product or process. and China.
Advertiser: ZoomInfo
To succeed, you must change the way you conceive and build new products as a digital business. Download the report today to discover more! In 2022, as companies continue to move more functions online, employees will take a more virtual -- and flexible -- mindset and lifestyle in parallel to the digitization of businesses.
Harvard Business
APRIL 19, 2018
In the past decade, content marketing has become a widely established practice. Companies have hired writers and Chief Content Officers to run departments, create blogs and other materials, and, in the process, some have assured sales people that content marketing can mean the end of cold calling. HBR Staff/Chris Minerva/Getty Images.
Tom Spencer
NOVEMBER 1, 2015
The product-market expansion matrix may prove useful in the consulting case interview and is relevant when considering growth strategies. There are four ways that a company can pursue growth: Market penetration: A strategy to increase sales to existing customers and increase market share. (Source: Flickr ).
Advertiser: ZoomInfo
AI adoption is reshaping sales and marketing. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities. But is it delivering real results?
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