The idea that organizational growth comes from doing a few things well is popular and proven. But debate remains on how to direct your firm’s focus as you grow.
There are many options. With a technology focus, you might manage to launch a successful breakthrough, but your success will be short-lived because sustaining a technological advantage today is so difficult. A sales focus fails to deliver a profitable market leadership position because it favors short-term revenue growth and customer acquisition over sustainable margins and customer loyalty. Companies have been right to give more attention to customers in recent years, but when understanding customers, developing value propositions, and applying brand values are considered responsibilities only of the marketers in your organization, your company lacks the alignment and integration needed to produce a complete and coordinated superior customer experience. Read More