Is It time to Apply VOC to your Sales and Marketing Processes?

Peter Drucker said, “The purpose of a company is to create a customer.” Consistency with this purpose requires knowing the answers to three crucial questions:

• Who is your customer?
• What do they want?
• Most important, what can you offer that they might be willing to pay for?

Answering these questions is (or should be) the province of marketing. Read more

Using Voice of the Customer to Improve Your Sales Process

What is the common element in the following business challenges?

• A $100 million dollar medical equipment company has no data to explain their growth, so they don’t know what to do to keep growing.
• An information products company can think of dozens of things to change on their website, but doesn’t know which ones will increase sales conversion.
• A scientific instrument company knows a great deal about their technologies, but has trouble knowing what will get traction with salespeople and customers.

The common element is a lack of knowledge: What would create sufficient value to cause customers to buy more? What would Read more