Tag Archives: CABs

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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