Tony Zambito

Many executives, in particular those of B2B and service oriented organizations, are faced with the challenge of having to rethink how to succeed in today’s digital age.  This rethinking raises questions as well as the dialogue today on the effectiveness of the traditional functions of sales, marketing, support, and customer service.   Perplexing executives as well is the rapid infusion of digital and social media that buyers are engaging with at an increasing rate yet with no clear discerning picture of what the future holds. 

An inherent issue is that the necessary rethinking can fall prey to the traditional function-based approaches organizations have done over the past quarter-century.  Viewing what each function is capable of in isolation and missing the harmonizing around the buyer experience.  Buyer Experience Innovation offers a framework for executives to rethink and discover insightful means of creating memorable buyer...

The pressure to achieve top line revenue growth and profitable growth strategies remain as the key challenges B2B CEO’s face today.  Compounding these challenges is the rapid transformation underway in the buyer-seller relationship brought on by the advent of digital marketing and social media technology.  For many B2B CEO’s, they are witnessing the conventional strategies associated with sales and marketing being dismissed and tossed aside by buyers at an alarming rate.  The seller centric world of yesteryears has literally been turned upside down as buyers are seemingly in more control than ever and traditional strategies no longer are effective.

These challenges are creating a mandate for CEO’s to innovate towards new means of attracting new buyers, retaining existing customers, and maximizing value through customer loyalty.  A CEO today must think in a much broader context than the myriad of different approaches that have...

The concept of goals has been around for centuries.  Humans have endeavored to achieve goals for a variety of mundane pursuits to noble purposes.  Here is what Aristotle had to say over 2,000 years ago:

“All men seek a goal—success or happiness.  The only way to achieve true success is to express yourself completely in service to society. First, have a definite, clear, practical idea—a goal, an objective. Second, seek the necessary means to achieve your ends—wisdom, money, materials and methods. Third, adjust all your means to that end.”  - Aristotle

Today, in B2B marketplaces, we are seeing the rise of social media expand at a rate unexpected as we climb out of the financial crisis stupor markets found themselves in the past three years.  Amounting to as perhaps...

In Spain, for thousands of years Christian pilgrims have come to walk the Way of St. James where legend has it that the body of St. James is buried in northern Spain.  Today, many take this journey which has several different routes and has different degrees of difficulty.  It can take weeks and some say even months if you take such a spiritual journey.  For many, it is a spiritual renewal that is life changing.

In our 21st century, the buyer journey is undergoing a transformation and renewal with the advent of digital marketing.  The route the digital buyer persona takes today towards making a purchasing decision is a myriad of new paths along the journey brought on by traditional, digital, and social media avenues.  Organizations today also are attempting to understand the best mix to offer with many...