The term ‘inbound marketing’ was coined in 2005 to describe the internet assisted marketing movement away from broadcasting brand messaging towards enticing visitors to a website for more information. It began just after the dot-com bubble burst in 2000 and is based on information sharing, user-centered design, and collaboration. Today, inbound marketing isn’t just a buzzword; it’s…

Organisations that want to become customer-centric must shift their focus from tools towards people in the organisation in order to get employees thinking like their customers. Customer-centricity is a mindset first and a set of processes and tools later. As customer-driven organisations increasingly establish themselves in the global business marketplace, the concept of customer-centricity needs…

We don’t trust salespeople because they are mostly obsessed with satisfying their own interests, not the customer’s. This must change. “Hi. Are you looking for shoes?” I’ve just walked into a shoe store and the sales person switches to high alert. She smells money. “So what are you looking for today? Perhaps these ones?” I…