Written par in A difficult decision Our era of crises, disruptions and daunting challenges brings companies back to essential questions. Addressing them in earnest requires time. Building a product roadmap allows to answer to one of them: “What will we offer tomorrow and the day after tomorrow?”. It encompasses a vision of the major trends […]
Should I embark on a product roadmap? Read Post »
Written par in Having spent most of my career in marketing, I never miss an opportunity to champion the added value of this function, and the importance of acquiring solid training and experience before taking on responsibilities. It is therefore with perplexity that I sometimes discover the gap between the advertised function and the actual
Industry: What to do with the usurpers of the marketing title? Read Post »
Written par in Until recently, financial investors in industrial companies where keen to slash first marketing and communication costs to improve cash flow and short-term profitability. Geopolitical crises, economic sovereignty policies, the digitalisation of production, and efforts to reduce CO2 emissions have increased the interest in relocating factories closer to end markets. A new generation
Industrial CAPEX:Do not forget to invest in marketing! Read Post »