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Marketing Leadership Series
The
Marketing Leadership Series is a special grouping of papers that stand out and which, taken together, demonstrate how Marketing (as
differentiated from promoting and selling) delivers leadership to all aspects of the corporation. Marketing steers the
enterprise.
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Tools to Convince Management of Your
Investment in the Voice of the Customer
How do product
managers justify their time to management, acquire sufficient resources, and develop a budget for front-end marketing? How much,
exactly, is needed?
Customer understanding is inherent in the role of product manager and mandatory for success. Yet the time allocation, resources,
and budget for acquiring customer input is rarely, if ever, explicit in the job description. Investing in Voice of the Customer
(VoC) might not even be a listed task.
Mr. Grabowski will reveal surprising, counterintuitive data and a unique formula for the significant investment required to hear the
Voice of the Customer, for budgeting and staffing front-end marketing, and to achieve business success.
- Not
"Why," not "How To," but "How Much?"
- Not
"Invest to Understand Customer Needs," but "Tools to Convince Management!"
Boston Product
Management Association (bpma) |
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Who
Is Going To Buy The Darn Thing?
first
laid out the surprising, counterintuitive evidence showing that
successful technology-based enterprises invest more in market research
than in engineering.
- Find
out why companies fail and how to make yours successful
- Learn
the only formula to budget front-end Marketing
- Discover
the one dimension that matters
Your
evidence of the relationship between Market Research and success is
right on!" Michael S. Dell, Founder, Chairman, and CEO of
Dell Computer Corporation.
"Earth
shaking data! Wakes people up."
David
English, Greater Nashua Software Entrepreneurs' Group (GNSEG)
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The Board of Directors; Vital Partner
for a VoC Culture
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Tools
to enlist the Board of Directors as your partner
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Twenty
questions for the Board to establish a VoC Culture
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Unique
data reveals VoC investment for success
Product
Development and Management Association (PDMA) 9th Annual Voice of the Customer (VoC) Conference |
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Marketing Strategy:
The Marketing Budget
Ralph
Grabowski will illustrate how much effort goes into the fact-gathering, analytical front-end process to identify needs, customers, and
opportunities; and will quantify that investment.
The
author has gathered data on how much companies actually invest in Front End Marketing. This is an engineering approach; gather
data then take action based on data.
IEEE
Entrepreneurs' Network (ENET) |
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What Do Customers Want?
Upstream
market research is early intervention to validate and size the business opportunity, to guide engineering to develop
products that deliver benefits that customers are willing to spend money to receive, and to steer the enterprise.
Real-life
examples illustrate what marketing should be doing, how to go about it, and how good market research relates to the product development
process. Tools will be demonstrated to address high market-place dynamics, rapid technology changes, and the interaction
between market research and technology. |
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