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We conducted clientinterviews and facilitated group discussions through our customer advisory board. This research revealed that our clients’ greatest need for strategic alignment was in envisioning and maintaining a digital enablement roadmap.
Even pre-pandemic, Farland had started to do clientinterviews with the intention to lead to a physical engagement. So, we moved from advisory as a physical moment in time to advisory as a network where we might have many small moments in time.
Many sellers have a predisposition to being liked, and we have learned through surveys, work with clients, interviews with buyers, and in our own experiences that right now trust is much more important than being liked. One of those things that we’ve discovered is the idea of trust.
Mike Abbott is the Head of Market Insights, Global Thought Leadership and the Thomson Reuters Institute, which brings together people from across the legal, corporate, tax and accounting, and government communities to ignite conversation and debate.
Bev has over 30 years of experience working in B2B marketing, both on the client side as well as consulting and training, and is best known for her work in account-based marketing (ABM). In this podcast, Jane Hiscock speaks with Bev Burgess of Inflexion Group.
Data collection/due diligence – this is the step to validate that the data is available and that we can create on-going measures that would allow the client to track their progress (or lack thereof) – including the dashboards or scorecards to be used to publish results, celebrate progress/success, and/or remediate lack of intended progress.
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