A lot of innovation has happened in the last fifteen years in the realm of CRM, sales and marketing automation, ecommerce, data analytics and visualization, artificial intelligence, machine learning, and predictive analytics.

Despite the broad range of sophisticated SaaS technology available to support the revenue functions, executives at mid-cap companies think their organizations are bad at pricing. But why?

A couple years back, a mid-cap B2B products company was being actively courted by several big names in pricing software — Pros, Zilliant, Vendavo — and the company hired my team to validate the size of the revenue and margin opportunity…

A corporate client needed to stand up over a half dozen B2B SaaS tools. Planning and executing all of these, simultaneously, was a ton of work.

After surviving multiple, parallel SaaS onboarding processes, I have some insights and suggestions to share.

Recognize when to stop selling and start guiding. Once the contract is signed and onboarding has begun, resist the temptation to keep selling. You’ve won. If you continue to press the sales pitch during onboarding, you’re going to annoy your customer team. …

If you want service during this pandemic, be the A+ customer

I typically spend a lot of my time identifying ways that my consulting clients — a mix of large corporations and smaller, high-growth businesses — can design a more compelling customer experience. To build a winning strategy, naturally, requires the ability to identify deep customer insights, then define a vision and plan of action.

As a strategist, I make observations, ask probing questions, and synthesize disparate elements to identify nascent trends. As one of my financial services clients points out, this means I can help his team “see around corners.”

What do I see happening right now, during the COVID-19…

So, how do you do it?

Photo by NESA by Makers on Unsplash

Customer success is the business function which is responsible for ensuring customers achieve their desired outcomes while using your company’s product or service. A customer success function exists in most B2B SaaS organizations. Other industries are taking notice and implementing their own customer success functions.

The customer success team typically takes over the client account relationship from the sales team after the contract is signed and the integration and configuration processes are underway.

Customer success is responsible for a few business outcomes and the associated key performance indicators (KPIs):

  • Customer satisfaction, especially at critical moments of truth throughout the contract…

Making the case for semi-structured qualitative research

Data-Driven Decision Making

Most professionals have heard this term in the workplace. What does it mean, though? According to Northeastern University, “data-driven decision making (or DDDM) is the process of making organizational decisions based on actual data rather than intuition or observation alone. Every industry today aims to be data-driven.”

It’s true: before making sizable investments in product design, prototyping, manufacturing, and sales channels, companies should seek gather and interpret data which measures the market potential for new and improved products.

So what’s the problem? Why is the quest for data-driven decision making often shortsighted?

Skipping Straight to the Surveys

Surveys are a powerful tool to gather a…

The role of packaging differs between brick & mortar retail and eCommerce

The basic role of packaging is to protect a product from damage. The protective requirements are higher for products shipped directly to consumers. That’s because of the extra handling involved with small parcel shipment. The same package that looks great on a store shelf can get banged up during delivery to a consumer’s home.

In physical retail, packaging must also deter tampering and theft. Theft deterrents must be cleverly designed. Otherwise, they can be off-putting to legitimate customers. Those frustrating-to-open clam-shell packages? They’re difficult to open precisely because…

For CMOs, business strategists, market researchers, product managers, and other intelligence-gatherers

Team collaboration. Photo by Startup Stock Photos from Pexels
Team collaboration. Photo by Startup Stock Photos from Pexels

Build a deep understanding of who needs what kind of market insights

Sales and business development teams need frequent, timely, actionable, big-picture insights around trends and evolving customer attitudes, behaviors, and preferences. In B2B organizations, sales teams also need news and insights surrounding their customers’ industries and own business, such as recent product launches, changes in leadership, or merger and acquisition activity.

Product managers and product development teams need detailed insights around how customers interact with specific elements of your product, software, or app, so that they can design…

Margo Diewald

Market and customer strategist. Results-oriented coach. Curiosity + empathy to discover consumer insights and accelerate your growth. Find me at Adeptation.

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