In this fourth and final post in the Chief Commercial Officer series (Chief Commercial Officer (CCO) role is a growth differentiator , Role and Responsibilities of a CCO , Strategic Actions of a CCO), we address how an organization might proceed with leveraging a Chief Commercial Officer to drive transformational growth. It probably goes without … Continue reading “The Chief Commercial Officer as a Growth Differentiator Part 4”
The Chief Commercial Officer as a Growth Differentiator Part 4
The Chief Commercial Officer as a Growth Differentiator Part 2
In our previous blog in this series, we introduced the notion that the Chief Commercial Officer (CCO) role is a growth differentiator to enable businesses to harness the entire commercial power of the organization. Given this premise, the roles and responsibilities of a CCO differ between a Chief Revenue Officer (i.e., Sales Leader) and the … Continue reading “The Chief Commercial Officer as a Growth Differentiator Part 2”
The Chief Commercial Officer as a Growth Differentiator
Driving organic growth is consistently one of the top goals of for-profit businesses or organizations. Other goals such as quality, customer and employee satisfaction, research and other investment, cash flow, and capital deployment are also important depending on the industry and customer expectations. However, many of these goals are ultimately derived from a healthy growth profile … Continue reading “The Chief Commercial Officer as a Growth Differentiator”
Evaluating Ideas: Criteria to Foster Customer Intimacy
When developing Service Chains™ it is important to evaluate their business value and your ability to implement them in the market. At McMann & Ransford, we recommend tracking the following criteria to help foster customer intimacy:
Leading with Ideas: The Key to Customer Intimacy
Let’s take some time and discuss the power of ideas and their importance as the central component of a True Solutions™. Good ideas facilitate the road to true customer intimacy.
A solution is the embodiment of an idea – and how the idea can be realized. The idea is the kernel of the change in the relationship from pushing products and discussing business opportunities. Often conversations that are supposed to be about solutions are really about how to better use our products and get more bang for the buck in our relationship; these are valuable issues but not True Solutions™ discussions.
Marketing & Customer Intimacy
In the simplest sense, marketing has a direct role in market strategy, participation strategy, and enabling the success. Because of their unique role and perspective on the business, marketing owns or is heavily involved in the strategy of the business, and often drives the decision-making process of how to address commoditization issues.
Innovating Past the Customer: The Limits of Innovation
In our line of work, we often see companies which innovate past the point that customers need or will pay for.
We have seen this phenomenon in almost every B2B product group.
The cause? A mistaken belief or assumption that companies can compete only through continuous innovation which is translated as continuous product differentiation. At a certain point this leads to product over-engineering – too many features, product bloat, unnecessary complexity, and product extensions which customers dislike. Technology replaces common sense.
Keeping Momentum: The Customer Intimacy Transformation Challenge
Anything worth doing is, by definition, challenging and requires fortitude. How do you keep the organization focused and maintain the momentum?
Let’s keep in mind that companies have difficulty focusing for long periods of time and (like children) want immediate gratification. Therefore you and those who are like minded must be responsible for getting them on the journey and keeping them on the path.
Customer Intimacy Incubation: Organizational Issues
As we mentioned earlier there will be natural forces within the company that will work against its success – normal, but they can be destructive, as we see in many public cases of organizational transformation attempts.
Internecine warfare is a common reaction when you set about changing your business model. It’s not simply a go-to-market adjustment. When building a customer intimacy business model, their are several unique attributes that cannot, and must not, be compromised:
Customer Intimacy: Getting Buy-In & Making the Case for Change
The Customer Intimacy journey requires focus for an extended period of time, and even when companies take the long view, living through the natural disappointments of this size of business model transformation can discourage the best organizations.
Thus, the importance of gaining a shared view of the business cannot be overstated.
There is no consistent way for organizations to absorb and adopt truth. But, I think understanding what they need – depending on type of organization and driver of decisions – helps in gaining a shared view.