Marketing & Customer Strategy
Bringing the Strategic Account Organization into the Product Development Process
A session I moderated at the Strategic Account Management Association focused on how to bring the…
Manufacturer Recognizes Value in Technology to Drive New Business Model
The Challenge: A leading manufacturer recognized the value that would be created for a variety of parties,…
Security Solutions Provider Adopts Channel Strategy to Grow in the Aftermarket
The Challenge: A leading security solutions provider had high market share in new construction, but was struggling…
Four Steps to Develop a Competitive Response for You and Your Channel Partner
In the ever-changing business-to-business space, successful companies are those that know how to adapt when competitors…
Global Healthcare Product Manufacturer Maximizes Profitability with New Strategic Pricing Tool
The Challenge: A global in vitro diagnostic solution provider needed help assessing its current pricing strategy…
Appliance Manufacturer Overcomes Channel Disruption with Strategic Account
Challenge: An appliance manufacturer faced disruption in its retail channel at the same time one of its…
Serving Customers in Emerging Markets: The Good, The Bad, and The Unknown
The opportunities and challenges of serving major customers in emerging markets was my presentation topic at…
How to Measure Customer Focus
Business-to-business (B2B) organizations are increasingly seeing the benefits of becoming more customer-focused and its resulting positive…
An Approach to Rethinking Segmentation
In many business-to-business organizations we have seen segmentation that is no longer relevant, implemented many years…
Is it Time to Rethink Segmentation?
Knowing your market is fundamental to developing a growth strategy. Knowing the different customers that make…
Is it Time to Rethink Segmentation?
Is your organization’s segmentation effective? Is your organization segmenting on customer needs/purchase behaviors? Does your organization’s…
Don’t Fly by the Seat of Your Pants: Lessons from Airline Pricing Strategies
Airline carriers have primarily functioned on hub-and-spoke networks since industry-wide deregulation in 1978. The approach vastly…
Becoming More Customer-centric
For business-to-consumer (B2C) companies, customer-centric thinking is the norm. Because B2C companies know that impulse and…
Early Pricing Conflict Warning Signs
In our previous blog post, we discussed three common underlying causes of pricing conundrums along the…
Three Common Causes of Pricing Conundrums
Across a number of business-to-business industries, pricing issues frequently arise that create conflict within a channel….
Home Appliance Manufacturer Increases Market Penetration
The Challenge: A leading home appliance manufacturer sought to increase U.S. residential market penetration. While the client…
Three Strategic Dimensions to Effectively Assess Supplier Relationships
Customer relationships can range from painstakingly transactional to highly strategic and collaborative. In all industries suppliers…
Understanding and Overcoming Pricing Conundrums
Pricing management is difficult when there are complex customer chains with many steps between the manufacturer…
Global FORTUNE 500 Ingredients Manufacturer Finds the Right Recipe for Strategic Account Management Success
The Challenge: A global FORTUNE 500 ingredients manufacturer engaged Blue Canyon to help develop a more integrated…
How Many Product Options Should Customers Have?
In today’s world, you can order your coffee in a number of different sizes: small, medium,…
Can Big Data Uncover Growth Opportunities?
We live in a world that is being reshaped by the pervasive nature of digital technology….
Pricing and Channel Strategy: The Importance of Understanding Customer Chain Economics
If your company is a business-to-business supplier, most likely its product(s) go to market via complex…
HBO Channels into a New Market Opportunity
HBO recently unveiled a new strategy for how viewers can access its content. The premium cable…
Breakout Growth: The Innovation Competency
Whether it be around an organization’s products, packaging, and/or processes, innovation continues to be a primary…
Converting Customer Challenges into Solutions
In business-to-business (B2B) markets, customer loyalty can accelerate growth and create a competitive advantage. But, loyalty…
Lessons Learned from the Aftermarket
Businesses that touch the aftermarket most likely are dealing with a host of factors related to…
Expensive Decisions: Getting Pricing Right
Pricing pressures, commoditization, and competition are just some of the challenges companies face when it comes…
The Imperative for Active Channel Management
Creating value for your customer goes well beyond the product or service. Value often extends throughout…
A Market-Driven Framework: Aligning Product Development and Markets
Product development can make a significant contribution to business growth if such initiatives are correctly focused…
Creating New Data-Driven Business Models for Profitable Growth
Over the past several years, business-to-business companies have recognized that Big Data should be managed and…