Category Archives: Voice-of-the-Customer program

A persona exercise: The Skeptical Futurist

If you are selling to CIOs or IT strategists, you may find this persona example of interest. Continue reading

How advisory boards are guiding executives to the marketing high ground

The customer advisory board (CAB) is quickly becoming a popular tool for aligning a company’s vision and product direction with the needs and priorities of its best customers. If your company is thinking about sponsoring a CAB, or if you want to compare how companies are using theirs to achieve competitive advantage, check out my new two-volume set of guidebooks about CABs.
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When building your business plans don’t forget to talk to your customers

Recently, a company decided to interview a few customers.  They were eager to include direct, candid customer input as part of its process.  They thought they would validate why they won deals; instead, they found out where and why their business was at risk.
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