I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in…
Read more
Who Needs This
Orbitz Reveals Too Much About Mac Buyer Persona
I’m frequently asked for examples of buyer personas, but my clients never allow me to share their findings publicly. That’s because the insights they discover about their buyers are non-obvious…
Read more
Should marketing report to sales? Aaack to that!
The Chartered Institute of Marketing (CIM) thinks it knows how to solve the problems with sales and marketing alignment. According to a just-released report, within 10 years, marketing will report…
Read more
Nothing useful about these buyer personas
The product marketer I was coaching said he knew his buyer persona — that her top pain points were reducing costs, improving operations, and controlling risks. Nothing revealing there. Every…
Read more
Personas tell their story, but to whom
The core message and URL for the Microsoft Dynamics CRM (customer relationship management) campaign are right on target, but IMHO Microsoft missed a step (or two) when they built the…
Read more
Buyers can’t find our best solutions
I love it when I find a simple answer to my problem. I couldn’t get my Stihl weed eater running this weekend, so I took it to the repair shop….
Read more
The customer ownership debate rages on
There are few topics as fraught with passion and controversy as the debate over who “owns” particular roles and responsibilities. In fact, this is among the most frequently asked questions…
Read more
Checklist marketing is such a waste
While scanning the latest issue of Dwell Magazine this morning I saw an interesting CaesarStone sink that might work in our new bathroom. So I went to the advertised web…
Read more
Targeting the raised-by-apes persona
Websites are popping up to teach basic skills that I was sure everyone learned from Mom. I’m obviously wrong, because several very popular new sites are delivering videos on subjects…
Read more
