Written par in In companies that invest in innovation, the asymmetry of knowledge between R&D and marketing teams is striking: On the one hand, R&D teams are made up of experts who have often been in their positions for many years, who have accumulated decades of knowledge and experience in specific fields, and established long-term […]
Three rules for a winning relationship between R&D and marketing 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 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 With order intake below expectations, the market launch of the innovation has been disappointing. The oncoming review meeting with senior management will be difficult. Yes, it will be necessary to admit that repeated weak signals had hinted at difficulties. Yes, some decisions should have been better prepared, some assumptions should have been
Getting my innovation adopted by the market:What is the winning strategy? Read Post »