How the right CX strategy will help CEO’s succeed

On December 12 McKinsey released is “eight CEO priorities” for 2024, derived from a consolidation of talks it has had recently with hundreds of CEO’s [1]. While emphasizing the difficult operating environment of the last years, the article seems to indicate that the future won’t be less challenging. Curious what solutions McKinsey would offer, I …

Four steps and many resources for effective AI in Marketing self-education

“AI is probably going to be single biggest disruptor & enabler of marketing in total. It’s a dream come true, from a marketer’s perspective,” said Raja Rajamannar, CMO/CCO and President of Mastercard not too long ago. But where to start, where to continue and how to self-educate in an effective way? Here are some (re)sources …

Why every Marketer should consider an E/MBA

From ‘dream’ to ‘done’: a next milestone achieved! – Last Saturday the mailman delivered a long desired certificate, my Executive MBA (with honours) degree. As a B2B marketer, I see CX-centricity as a key competitive differentiator and growth marketing enabler. A truly customer centric organization involves all business disciplines and cannot be realize by marketing …

Can you do better than ChatGPT?

Create a blog in one minute: does speed reduce quality? Being impatient by nature and an optimizer who can work endlessly on texts, OpenAI’s ChatGTP seems a great solution so I decided to give it as try. Signing up cost me 10 seconds and entering a first prompt another 10 seconds: “write a blog on …

The 25-day Marketing Plan with the LIST Marketing Framework – How Lean, Insights and Scrum can make your marketing Thrive

During the last years, Philip van den Berg had the privilege to set up the marketing function at a number of startups with a similar challenge: Building a marketing machine that ‘produces’ from the beginning and brings growth. He used the LIST Marketing Framework, which addresses, how Lean, Insights and Scrum can make your marketing …

Lean Marketing

While many Start-ups have a first idea of the market and of the marketing direction – a website and social media channels are easy to set up -, they might struggle to establish effective demand generation. Focus on product development, financing, building a company, delivering results and dealing with the unforeseen, prevent that time and …

Insights Based Marketing

Insights Based Marketing or ‘IBM’ stands for the four cogwheels of the marketing machine that should be turning together from the beginning without interruption: meaningful Insights, an agreed upon high-level Strategy, a signed-off Plan, and full Execution. IBM is part of the LIST Marketing Framework, so I could test it in depth at Apilio. The …

Scrum in Marketing

The Scrum principles add an agile framework, that provides the conditions for an organization to implement ‘Lean Marketing‘ and Insights Based Marketing. They include Inspection, Transparency, Adaptation, and having Iterative and Incremental processes and practices. The below sections review how Scrum fits in the LIST Marketing Framework as I applied it at Apilio and other companies. An advantage was, that …

Can Artificial Intelligence reduce the bias in Marketing and Market Intelligence?

In June 2019, Jake Silberg & James Manyika of the McKinsey Global Institute (MGI) published the essay ‘Tackling bias in artificial intelligence (and in humans)’ [1]. In the below article, Philip van den Berg shares his experience with this phenomenon in Marketing and Market Intelligence. He shares some thoughts about reducing relative bias and the …