Our guest this episode is Don Gregory, the founder of On-Target Consulting.
Some of the points covered are:
The importance of gathering market insights, marketing intelligence, doing research to understand what the markets is interested in.
About the importance of having those insights at the front of the process to guide and help navigate product development, message development, et cetera.
If you are highly confident that you know your customer, you know your marketplace, your competition, emerging trends with your consumers, you can argue that you don’t need to get insight early on in the process of going to market and figuring out how to take products and services to market. The reality is that most companies and most leaders really don’t have that insight. What makes it worse is that many of the companies in my opinion who are providing market research are providing facts and data, they are really not driving to try to understand the consumer, what the consumer is looking for whether it be B2B, B2C, it really does not make any difference, the process is the same.
Matt asked, "Why is it so important to make sure you are approaching this research right? Maybe a different way of asking that is what it is sometimes dangerous to have company insiders do their own research?"
Don responded with, "Their bias to start with. And they don’t know that many… I do the research completely inside and go out I bring a natural bias to me, with me as I do that investigation. And the rigor has to be impartial and has to be neutral. When I am looking for an answer to a question, I have to have integrity in process and in actions to make sure that I work an honest answer to what I am looking for versus – here is my assumption on what the answer is therefore am going to ask the question to assume and get the answer that I am looking for.
And it is subtle because when you are on the inside I don’t think you understand that bias that you carry and that’s why I think the rigor for having somebody or some organization from the outside who has the expertise in looking in at business situations as well as the business savvy to really look and understand sort of what the key questions are. Once you understand what they key questions are, the areas of investigation are, then to effectively find out the answers to those questions."
Listen to the full episode to learn more.
Your Marketing Stairway to Heaven: Led Zeppelin’s B2B lessons with Chandar Pattabhiram
Buyers are Fed-Up, B2B has not Adapted - Dave Gerhardt
GDPR WTF and What Now?!
How to Manage Remotely - Best Practices for Leading from a Distance
Is the Landing Page Dead? Prospect Engagement Best Practices
How to Manage Influencers Analysts and More: Q & A with a Category Leader
Integrated Brand Experiences in B2B Marketing
How to Build High-Performance Marketing Teams
B2B Pet Peeves: Pipelines, Predictability, Control and MORE!
Secrets to SaaS Start-up Sales Growth
Mid-Year Marketing Performance Review – Identify the top performing revenue channels and make adjustments for a strong finish for the second half of 2018!
Managing marketing through rapid growth with Elissa Fink, CMO, Tableau Software
Marketing Operations Exposed! The good, bad & ugly with Mike Braund from Tableau Software
Sales Enablement Live: New Insights & Research from Miller Heiman CEO Byron Matthews
Data Intelligence 101: The Key to Faster Growth & More Efficient Marketing
Sales Enablement’s Evolution from a Front Row Seat with Jim Ninivaggi
How Microsoft is Shaping The Future of Sales
Sales Presentations That Don’t Suck (& How Marketing Can Help)
Marketing Operations 2.0: How One Company is Managing the Next Generation of Martech Stacks
Can You Trust Your Sales Team with Technology? Outreach Thinks So
Create your
podcast in
minutes
It is Free
The Power of Storytelling
The Marketing Secrets Show
Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold
iDigress with Troy Sandidge
The Agile Brand™ with Greg Kihlström