by Chip Burnham | Oct 17, 2018
Clearly identifying your customer needs is fundamental to a strong commercial engine, yet many manufacturers use legacy data and opinions rather than hard facts derived from sound research. Manufacturers have many pressing issues that need immediate attention....
by Chip Burnham | May 2, 2018
[Part 3 of 3] In Part 1 of this series I introduced the three-funnel segment approach for maximizing your commercial engine. In Part 2, I showed you how the Commercial Engine maps to the Buyer Journey. Here in Part 3, I’ll provide the last piece of the puzzle –...
by Chip Burnham | Apr 18, 2018
In the past 5 years the acceleration of the digital transformation for manufacturers has been nothing short of awe-inspiring. Every few months advancements in managing big data, connecting equipment through the Internet of Things (IoT), serving customers with...
by Chip Burnham | Apr 11, 2018
[Part 2 of 3] In Part 1 of this series, I introduced the three-funnel segment approach for designing your commercial engine. The commercial engine is the company’s system for obtaining leads, selling, and serving the customer. Your commercial engine funnel consists of...
by Chip Burnham | Mar 28, 2018
[Part 1 of 3] Listen to a discussion around finding prospects, nurturing leads, and closing business and you’ll find the talk will nearly always get around to funnels. The reference is usually to a “sales funnel.” The idea of this funnel is that you perpetually fill...
by Chip Burnham | Oct 24, 2017
To be a market leader you need excellent messaging that’s consistent and persuasive. Your messaging reflects your brand, vision, and core culture of your company. Your messaging should move your audience. Your messaging should propel your brand. Messaging must not...
