Content Library

CMO Survey: Special Edition on COVID-19 Impact

The CMO Survey is a tool to collect and disseminate the opinions of top marketers on a variety of topics. This Special Edition, published in June, focuses on understanding the impact of the Covid-19 pandemic on marketing in companies, including marketing spending, performance, jobs, and expectations for the next year. The added value of the CMO Survey is the longitudinal nature of the research, which allows tracking of opinions, evaluations, and expectations over time. Especially facing a pandemic, the ‘breaks’ in the trends are notable.

June 18, 2020

Technical Note: Quantitative Analysis in Marketing (Gupta)

Effective marketing decision making often requires both qualitative and quantitative analysis. Many marketing analyses across the 4Ps can be supported by quantitative analyses, for example market size estimation, determining economic value to customers, demand generation and customer acquisition with the help of customer lifetime value analysis, channel economics, product cannibalization, market share analysis, and pricing. In this technical Harvard Business School note, Sunil Gupta summarizes how these core metrics are calculated and applied.

June 15, 2020

Business-to-Business E-Negotiations and Influence Tactics (Singh et al.)

Sales negotiation over email exchanges between sellers and buyers (e-negotiation) is increasingly common in B2B sales. The use of influential tactics as textual cues in emails to manage buyers’ attention significantly affects sales outcomes. To test the effectiveness of influential tactics in e-negotiations, the authors of this study analyze seller-buyer emails over a two-year period part of 40 e-negotiations, along with other data sources and a controlled experiment. In an era where remote working is more prevalent than ever, e-negotiations are more important than ever. It underscores the relevance of this research.

June 12, 2020

Marketing in Uncertain Times – Near-Term Changes in the Agency/Client Relationships (Marc Kempter and Josh Albert)

This session focuses on some near-term changes that are occurring between agencies and their client relationships during these uncertain times. Expert panelists Marc Kempter, CORE Industries and Josh Albert, Godfrey explore this topic. A replay of the event is available.

June 12, 2020

McKinsey: Diversity Wins: How Inclusion Matters

A report published by McKinsey (in May) on inclusion is highly relevant right now. In this report, McKinsey discusses the business case for inclusion and diversity. This report discussed concrete steps companies should take in order to increase diversity among their talent. In this report, four short case studies are included as well (Citigroup, Pentair, Target, and Lockheed Martin).

June 10, 2020

AIM Institute: Guessing at B2B Customer Needs

The AIM Institute studied 50 new product development teams from 20 B2B companies that had conducted B2B customer interviews. Five in six teams reported that these customer interviews impacted their product design. This means that if you don’t interview B2B customers to formulate new product objectives, your customer insight is probably lacking. Most new product development teams would develop substantially different products if they truly understood their B2B customer needs. In the report ‘Guessing at B2B Customer Needs’, the AIMS Institute discussed the method of interviewing customers.

June 8, 2020

Godfrey: How to Adapt Your B2B Messaging During COVID-19

The COVID-19 crisis affects many functions of an organization. Focusing on messaging, Godfrey formulated advice on how to adapt communication. Varying from email campaigns to (virtual) sales calls and social media plans, both content and tone require attention. The advice has been summarized by five tips.

June 5, 2020

McKinsey: The COVID-19 Recovery Will Be Digital

McKinsey has published a report on the recovery following the COVID-19 crisis. According to the consultancy company, digital technologies will be on the forefront. The report discusses digitalization trends emerging from the COVID=19 crisis, and offers guidelines for preparing for recovery – taking into account digital transformation – for the first 90 days.

June 1, 2020

Book: The Technology Fallacy

This book focuses on the organizational changes needed to harness the power of technology – with special attention to the people factor. Per the authors, the best way to respond to digital disruption is by changing the company culture to be more agile, risk tolerant, and experimental. Digital transformation involves leadership, talent development, culture, organization, and strategy.

May 30, 2020

Ten Guidelines for Creating Opportunities in a Time of Crisis

Crises offer opportunity. In this opinion piece from Knowledge at Wharton by Jerry Wind, emeritus professor of marketing at Wharton, and Nitin Rakesh, CEO of Mphasis, an IT firm headquartered in Bangalore, India, ten guidelines are discussed that can help organizations to effectively create opportunities in times of crisis.

May 28, 2020

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