Some think that conducting B2B customer research is difficult, expensive, and not valuable because customers don't tell the truth about their needs! The team debunks these myths with many practical examples -- including stories of great insights uncovered in difficult industries and ideas for how to get truthful insight using very practical and inexpensive methods.

The team starts out this episode disagreeing on whether marketer's should continue to structure their strategies around the tenets of product, place, promotion and price. But they come to an agreement on how the 4Ps can still be a useful organizing principle for marketers.

Our second season continues to expose popular marketing myths. In this episode, Mary, Sean and Tom talk about why marketing and sales often don't work well together, and keys to getting them on the same page to the benefit of the entire organization.

Our second season will expose popular marketing myths hampering business growth. In this episode, the team talks about SWOT analysis -- and how this often-used and seemingly useful business planning tool can lead a business to invest in exactly the wrong things!!!

Many business people believe that pricing based on value-delivered is impossible. So they set price based on cost and/or competitor's approach and either over-charge or leave money on the table. In this episode, the team of Mary, Sean and Tom demonstrate an approach that will lead you to maximizing share and profits through state-of-the-art strategic pricing strategies

If you don't choose the image or perception that you want to own in your B2B customer's mind, your competition will! In this episode, Tom, Mary and Sean talk about the principles of positioning -- how to do it proactively, effectively, and in accordance with how your customers mind really works!

The answer to the question "is your product unique and relevant" predicts success more than any other. Listen in as Sean, Mary and Tom talk about the levers marketers can pull to differentiate all kinds of products and services -- even those thought to be commodities.

Businesses that have more defined targets have broader appeal! Mary, Sean and Tom discuss how this ironic truth -- and little known secret to business -- plays out in consumer and B2B markets.

Most business people think that you can't quantify the value delivered by a company. We beg to differ! In this episode, Tom, Sean and Mary describe the fabulous Ability to Win framework, which has been helping companies measure, analyze and improve their level of differentiation for over 30 years.

If you can't define an attractive target market, you'll chase every opportunity and dangerously dilute your company's focus. In this episode, Mary, Sean and Tom describe a powerful tool and process that has helped their clients gain agreement on everything from target markets to potential partners to project priorities.