Customer value mapping is an established concept and has various definitions. Unfortunately, many companies get lost with customer value mapping. Too often, the exercise becomes entirely focused on a ...

Remember the early days of getting directions online? You'd go to a site like MapQuest, put in your start and end points, and print out 10 pages of turn-by-turn directions. It worked great... until ...

Not long ago, few B2B companies had a marketing operations function. Today, this function is becoming an important facet of the marketing organization. The marketing operations function enables the ...