Why should CMOs care about zero-based budgeting? Guest blogger, Peter Abraham, shares the latest research report from We are Crank on this timely challenge.
Time for another of our audio interviews with Customer Insight Leaders, this time it’s Elsbeth Kottelenberg. This is another good conversation with a leader, in a different sector again. UBM is a global events company, with Elsbeth supporting Pharma events around the world. She also differs from previous interviewees through her background in qualitative research. During this interview we discussed her career to date, some segmentation projects within UBM, the challenges of.. Read More
An opportunity to take your own medicine, as a leader, is nearly always helpful. Whilst sending out GDPR communications, to my clients & contacts, a number have praised seeing someone “take their own medicine“. Similarly, we have previously recommended that analytics & database marketing teams visit customer touch-points, or observe the impact of their leads. So, during this month focusing on research, here is some ‘own medicine’ for research leaders: A.. Read More
What are others doing? Am I the only one struggling with this problem? Do they know something I don’t? These are the kind of questions & doubts that can plague today’s leaders. Perhaps especially those working in a less widely understood area like Customer Insight. So, let’s peer behind the curtain and see what some other leaders say… Meeting different Customer Insight leaders is always a great opportunity to.. Read More