Customer Success – Key Role

The role of Customer Success Manager is a key part of the digital transformation of business, driving both ARR and Lifetime Customer Value up Digital Transformation, it’s all the rage, and doing a simple Google search yields a plethora of hits, from training to consultants, to the big market research companies, all weighing in. This wave of disruption continues to grow, and brings with it myriad opportunities to completely change the business.

In a nutshell, in the late ‘oughts, with the introduction of the Apple iPhone, the convergence of ubiquitous network connectivity, and the rise of the “cloud,” the stage was set for yet another transformation of business. Suddenly, the paradigm of where you work, and what tasks you perform were being disrupted. From the simple: an app on your smartphone to approve purchase requisitions, to the complex: integration of the CRM, the Marketing systems, and the ERP system to provide deep insight into the function and flow of business, and much more were realized every day. Continue reading →

Digitalization

A word I am increasingly hearing tossed around is “digitalization”, something that probably makes you scratch your head and wonder what it is trying to say.

Yet, it isn’t so difficult of a concept. If you think of the rise of computers, and workstations in the 1980’s and 1990’s, with the systems that they brought along, email, ERP, CRM, communications, and others, the workplace changed tremendously.

These innovations brought quantum jumps in productivity, enabling efficiencies that were unimaginable in the pre-computer era. Continue reading →

Innovation Management

As I research the Innovation process in preparation for a potential training program around Innovation Management, there are several thoughts that are swirling in my head.
Being a long time technical marketer, I am familiar with many of the “Chasmista’s” methodologies (loosely the body of thought inspired by Geoffrey Moore and his seminal work “Crossing the Chasm”), the concept of disruption, innovation, “tornado” markets are all well captured.

But I have also read practical marketing advice from Theodore Levin (in “The Marketing Imagination”) that innovation is often difficult, and that the leaders in innovation are frequently not the dominant force in the market, that often it is better to get the second bite at the apple (let someone else do that difficult work, and apply their learning to have cost, scale, or other advantages – The irony being that Apple often is seen as an innovator, but in reality, they are far better at that second bite.) Continue reading →

Data Scientist / Data Engineer

As part of my assignment, I have been researching a couple of hot roles in the digitization or digital transformation sphere, that of Data Engineer and Data Scientist. This fascinating trek down the rabbit hole has been quite illuminating.

One of the backbones of the digital transformation is the advent, and rise of this little thing called “Big Data”. With Software taking over the world, compute power becoming ubiquitous and practically free, just about every part of modern life creates data that can be leveraged in myriad ways. From tracking your browsing history so that if you research Chicago Deep Dish pizza pans, the next time you log into Facebook, you will see ads from Amazon or Sur la Table for hard anodized, non-stick deep dish pizza pans. Continue reading →

Digital Transformation and the GOtV efforts

As I have been focused on the various roles of digital transformation, researching how it affects individuals across the organization, I stumbled on an interesting article in the NY Times that embodied the phenomenon in a way that hadn’t occurred to me.

This article was around the ground game of the coming election (2016 US Presidential) in Las Vegas Nevada. Shadowing a doorbell ringer, a person who goes door to door to remind people of the importance of voting in the election. An offhand reference to this doorbell ringer consulting her smartphone to find the next target of her efforts. Continue reading →

Customer Success

Customer success. When you hear it, what does it call to mind? Your customers winning in the market? The warm thought that you have helped them achieve their goals? That your technology is delivering quantifiable benefits to your customer’s bottom line?

Yes. To all of this. However, there is a more formal definition that is gaining currency. But, before we get to that, let’s digress a bit and talk about Digital Transformation, and how that is causing significant disruption in the modern business world.

Digital Transformation, what is it?

Continue reading →