A B2B sale takes 3 to 12 months, costs serious sales time, and might involve hundreds of hours just on the proposal. That's why qualification matters more than nurture: every wasted hour on a low-probability lead is an hour stolen from a real opportunity. Here's how to qualify probabilistically without being rude about it — including the MQL-to-SQL handover that most teams fudge.
Twenty years ago lead nurture meant a sales rep with a rack of index cards and a Friday afternoon. Today it's mostly automation — and your sales staff get to focus on the leads that are actually ready to buy. Here's a working definition of lead nurture, the four business reasons to do it, and the campaign types worth setting up first.
When the feedback is rolling in and the initiatives are being rolled out, it's tempting to think the NPS program is operating well. Cox Automotive ran 100 initiatives in 18 months and still had room to lift. Here's the 121-item attribute list of what a high-performing Net Promoter program actually does — across buy-in, operations, initiatives, retention and growth.
Without clear buyer personas, you build customer experiences for a generic "customer" who doesn't exist — and the resulting experiences frustrate everyone. Personas make customers tangible enough to design for. Here's a practical definition, where personas earn their place across marketing and experience design, and how to build them from surveys, interviews and operations data.
After 15 years implementing NPS across organisations of every size and shape, a small set of factors keep predicting whether the program will work. Here are the seven — split into Essential, Good-to-Have and the one nobody expects (external benchmarking is less important than you think) — so you can fast-track the bits that matter and de-prioritise the rest.
Designing your business so customers are always 100% satisfied is a fantasy — what matters is the process that kicks in when satisfaction breaks. Here's how to design a service recovery process around negative feedback from your customer surveys, and the four steps to make it run reliably enough to drive profit.