Written par in Everyone working in an industrial company has observed that lean management experts and marketing teams evolve in different worlds and collaborate little. We do not accept the paradigm behind this taken-for-granted evidence, in the name of the fact that these two disciplines share the same goal: to concretely improve the value provided […]
Knock down the wall between lean management and marketing! Read Post »
Written by in As an industrial marketing practitioner in several markets, I have repeatedly investigated the reasons for the superior competitiveness of German manufacturers compared to their French competitors. One of the frequent causes has been the greater modularity of German product ranges. This article describes what a modular product range is, its advantages, and
Why do German manufacturers offer more often modular solutions? Read Post »
Written par in The driving role of emotions in B2B marketing is a fact established by research and experts. In a context where Marketing and Sales automation powered by digitalisation and AI agents is set to play a growing role in B2B markets, what if you chose to make emotion a lever for business performance?
BtoB Marketing: Arouse great emotions in your customers! Read Post »
Written par in Collaboration between big companies and start-ups or innovative small or medium enterprises (SMEs) is notoriously difficult. Anyone working with both worlds has felt the differences in terms of organisation, decision-making methods and relationship to time.Yet the stakes of a value-creating exchange remain high for both parties. Start-ups and SMEs are looking for
Startups and innovative SMEs: To sell to key accounts, don three costumes! Read Post »
Written par in A McKinsey paper estimates that companies that focus on satisfying their existing customers grow twice as fast as others. And yet, who among those of you who works in an industrial company has not heard the sales forces lamenting: “we are a product-oriented company anyway”, or harsher: “the engineers have here all
Can a product-centric company become customer-centric? Read Post »
Written par in Your company designs and markets technical products and solutions to companies around the world. You publish your product offering online, perhaps even a complete catalogue. Hundreds, thousands of potential professional buyers consult it before asking for a quote or an appointment. More than just a basic brick and mortar, the product brochure
The product brochure chore: what is the right recipe to use? Read Post »