Most companies are still inside looking out. They are building products that they think consumers will buy. Sure, many get feedback from athletes, focus groups or surveys. But most of this information comes from people who have a limited degree of interest or have been incentivized monetarily or with free product. Worse yet, some have …
Your Company May Not Be as Buyer Centric as You Think Read More »
According to a McKinsey survey, more than 25% of a company’s total revenue and profits come from the launch of new products. The same research also shows that more than 50% of all product launches fail to hit their business targets. That’s a big problem. And in today’s world where we are constantly over-saturated with …
These Two Groups Amount to Your Most Powerful Sales Force Read More »
Companies spend millions of dollars on Voice of the Customer (VOC) tools. The goal? Understand their customers and prospects in order to improve products, customer service, messaging and marketing. These tools include surveys, focus groups, customer service reports and athlete or celebrity endorsements, among others. However, collecting and measuring the true Voice of the Buyer (VOB) …
