Ralph E. Grabowski - marketingVP - fact-gathering, analytical Marketing to steer the enterprise

 

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2006 Voice of the Customer conference brochure - PDF, 12 pages, 1.8 MB

The Board of Directors; 
Vital Partner for a VoC Culture

Ralph E. Grabowski, featured speaker

 

Contents

 
 

Abstract
They said it!
The Voice of the Customer (VOC) and the culture
About the conference
About the co-sponsors, the PDMA and IIR
New data
About the featured speaker
Dig deeper

"Guide" + transcript + slides - PDF, 46 pages, 1.5 MB
Slides only - PDF, 43 slides, 1.1 MB
Conference brochure - PDF, 12 pages, 1.9 MB

 

 

9th Annual Voice of the Customer (VoC) Conference
December 04 - 06, 2006
The Hilton San Diego Resort on Mission Bay, San Diego, CA
Product Development and Management Association (PDMA)
and the Institute for International Research (IIR)
 

 

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.

  • Tools to enlist the Board of Directors as your partner
  • Twenty questions for the Board to establish a VoC Culture
  • Learn the unique formula to budget and staff Front End Marketing
  • Counterintuitive data reveals VoC investment for success

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."

 

next, They said it!  They said it!

 

here ->

Abstract
They said it!
The Voice of the Customer (VOC) and the culture
About the conference
About the co-sponsors, the PDMA and IIR
New data
About the featured speaker
Dig deeper

"Guide" + transcript + slides - PDF, 46 pages, 1.5 MB
Slides only - PDF, 43 slides, 1.1 MB
Conference brochure - PDF, 12 pages, 1.9 MB

 
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