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



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Marketing Leadership Series
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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.


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)

"Who Is Going To Buy The Darn Thing?
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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)

"The Board of Directors; Vital Partner for a VoC Culture"
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The Board of Directors; Vital Partner for a VoC Culture
  • Tools to enlist the Board of Directors as your partner

  • Twenty questions for the Board to establish a VoC Culture

  • Unique data reveals VoC investment for success

Product Development and Management Association (PDMA) 9th Annual Voice of the Customer (VoC) Conference

"Marketing Strategy: The Marketing Budget"
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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)

"What Do Customers Want?"
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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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Marketing Leadership Series
More papers and presentations
List of papers and presentations
About the author

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