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The
Board of Directors;
9th
Annual Voice of the Customer (VoC) Conference
Abstract The counter-intuitive, surprising evidence is in. Super successful enterprises invest at least one dollar and average more than two dollars in the front-end understanding of customer needs, for every dollar invested in engineering. Business disasters invest less than two cents in market research for each engineering dollar. The implication for the Board of Directors is that prudent oversight of a company’s affairs must include a commitment to invest significant resources in decisive, upstream marketing and to create a culture of the Voice of the Customer (VoC). The Marketing/Engineering Investment Ratio™ (M/E Ratio™) was created at the request of the MIT Enterprise Forum as a new metric to guide the marketing budget and staffing. Twenty questions are posed as a method for the Board and the CEO to establish a VoC culture for steering the enterprise, to inquire about the relevance of the market research, to confirm the caliber of the marketing staff, and to value the quality of their activities.
Mr. Grabowski's featured presentation will be 10:45 - 11:45 AM Tuesday, December 5. He will also Chair a breakout track that afternoon, "Gaining Organizational Buy-in for VoC."
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