Deepening Customer Relationships: A Relationship Marketing Framework
October 31, 2012 - Cambridge, MA
In this session at ITSMA's Marketing Conference, Lisa Dennis will provide insight and guidance on how to develop and execute successful relationship marketing programs and strategies. Specifically, participants will learn:
* Relationship Marketing for key accounts and new client acquisition
* Defining relationship stages in your market segments * Selection criteria for best-fit customer participation
* Assessing and bench-marking individual/account relationships
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Knowledgence Relationship Marketing Framework™
Both sales and marketing are charged with building mutually beneficial and strong business relationships. Each group drives to the same goals: relevant, targeted communications, trust, loyalty, commitment, and a stream of purchases. All of those goals are about interaction and engagement, and can be influenced by applying a framework that drives relationship marketing keyed to customer and prospect imperatives.
More information: Datasheet
Article: Moving the Relationship Forward
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Value Proposition Development Program
Determining what the value proposition is for your product or service can often be elusive. Typically value propositions are developed from the "inside-out" - with a focus on the product or service, rather than the customer it is trying to attract. Getting clear on what value your organization's offerings deliver can depend on the point of view of different members of your team: product development, branding, sales, and product marketing. The bigger questions are: what attracts a customer, and what the story is that will resonate with them the most. Many product or service-centric value proposition statements miss their mark because they are too inward- looking.
More information: Datasheet
Article: Time for a Value Proposition Reality Check
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Sales Enablement
While sales training is a necessary and important part of arming the sales force for consistent revenue generation activities, the reality is that the majority of skills-based sales training dissipates in the field within 4 weeks of delivery. Why is that? Many programs deliver either "generic" skills that participants must figure out themselves how to integrate into their daily jobs, or include complex sales processes that are difficult to independently integrate in the field. As a result, many participants will default back to their own process fairly quickly. In order to ensure a higher level of integration in the field, the process of developing and delivering programs needs to change.
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