Aggregated enterprise architecture wisdom
How do we describe ‘service’ and ‘product’ in the same way for every scope and scale, every type of context and content? That’s the theme for this series of posts. In ‘Service, product, service, simplified‘, I aimed to simplify the relationship …
Service, product, service – summary and checklists Read More »
Are we selling services, products or both? The short-answer is ‘Yes’ – but what we’re really selling, every time, is a promise… The start-point for this was one of those ideas that arise first-thing-in-the-morning, seemingly without any warning: Idea: In sales, …
We’ve just published “The Forrester Wave™: B2B Commerce Suites, Q3 2018,” and B2B companies, you’re in luck — you now have a viable list of options with a focus on B2B. We battle-tested the 12 most significant vendors — Apttus, …
The definition of CRM has changed. Yes, that is a big statement to make, but it’s an important one. CRM grew from a customer data repository into functional applications, first with sales automation and then to support customer service and market…
The definition of CRM has changed. Yes, that is a big statement to make, but it’s an important one. CRM grew from a customer data repository into functional applications, first with sales automation and then to support customer service and market…
The promise of artificial intelligence (AI) has permeated across the enterprise giving hopes of amping up automation, enriching insights, streamlining processes, augmenting workers, and in many ways making our lives as consumers, employees, and custome…
It’s no secret that digitally savvy buyers are having a profound effect on selling organizations of all kinds. In the past two years, the percentage of B2B buyers who reported that they found going online superior to interacting with a salesperson increased from 53% to 68%. Come join us at Forrester’s B2B Marketing 2017 forum […]
For my most recently published research, I set out to find or define the metrics that capture account-based marketing (ABM) success. It’s a question I hear from clients very often, and one we often discuss on the internal team. “How will I know my ABM program is working?” I was after the end-all be-all answer, […]
ABM … Account-based marketing … A – Bee – Em. Unless you have been living under a rock, you can’t have helped but notice the hype around ABM. And some of the confusion too. But here’s the thing about ABM – it does produce results for both marketing and sales. May not be this quarter, […]
Using the Capability Inventory for municipalities I was talking to Marino the other day and he told me he would like a special capability inventory for a municipality. I said that there is no need to have a special capability inventory, the basic pattern exposed in the original capability inventory should cover any organization. In fact […]
Using the Capability Inventory for municipalities I was talking to Marino the other day and he told me he would like a special capability inventory for a municipality. I said that there is no need to have a special capability inventory, the basic pattern exposed in the original capability inventory should cover any organization. In fact […]
This model is part of my toolbox for working with capability architectures. The Capability Inventory I know that there is certain ways of naming a capability and also that there are other principles that people and I promote that you should adhere to when designing your capability map. Here I’ve taken some liberties in regards to those […]