Successful organizations grow their business by building trust over time, winning customers in the process. Join Gene Rosendale, Kevin Masi and Jaymie Joyce for a discussion about the launch of the new Alliance for Strategic Advantage website, and the principles involved in building engagement and trust throughout the sales and marketing process. Attendees can expect… Continue Reading »

Navigating volatile economies has never been more complex. The Chicagoland Chamber Mid Market Forum brings together a distinguished group of senior executives, to discuss implications and share capital strategies for business growth in changing markets. Rick Mattoon of the Federal Reserve Bank will give an introduction, capital market update and economic forecast. A moderated panel… Continue Reading »

Beyond customer-focus Many companies describe themselves as “customer-centric.” But what does that really mean? Even if companies focus their service energies on their customers to the highest possible level, what about other important audiences related to the business? Consider all users  Sometimes we call them stakeholders or audience segments. But usually, segmentation is focused on… Continue Reading »

What’s it like looking back on 20 years? Well, we have seen a lot of change, a lot of turmoil. We’ve weathered three economic downturns. We’ve also seen a lot of success. It’s natural to reflect about the past when we pass a big milestone like this. However, as much as we appreciate and value… Continue Reading »

I conceived of Tribal Intelligence® to bring tangibility to segmentation by showing the connection between communities and brands. Tribal Intelligence has since evolved into a study of the usability of products and services that create brand experiences. It is the perspective that buyer behavior is influenced more by interaction between people in communities than by… Continue Reading »

                    Mobile technology adoption statistics are everywhere; you’re probably reading many of them. It’s a trend that’s changing the world as we know it, so naturally we follow with zeal—just as we’ve followed the baby boomers and so many other phenomena. But what is “mobile?” Yes,… Continue Reading »

What decisions do we make solely by and for ourselves? It’s an important question when considering  marketing segmentation strategies and the best ways to appeal to either business customers or consumers. Personas are widely used as a valuable form of behavioral segmentation. I’m a big fan of David Meerman Scott, an advocate of the persona… Continue Reading »