B2B MARKETING EXPERTISE
Time Tested and Proven Marketing Methodology
Early in my career, I recognized by understanding and influencing the business processes underlying products and services, companies can positively affect business outcomes and product choices. Building on that insight, I developed a well-defined methodology to capture and leverage this unique intelligence. That marketing framework, called Process-Centric Marketing or PCM, is the topic for this eBook. PCM incorporates the two market disciplines of business process analysis and audience segmentation. It captures and leverages the unique customer knowledge, often lying beneath the surface of a customer's products and services.
In this eBook, I analyze the different challenges companies face when operating “product-centric.” Each chapter addresses obstacles to customer engagement success and provides strategies and best practices to overcome these barriers using PCM principles. How organizations can apply these principles successfully for many kinds of business challenges and marketing responsibilities is further demonstrated using customer case studies.