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Is the Future of Business Growth Tied to a New Generation of 360 Experience Marketers?

Is the Future of Business Growth Tied to a New Generation of 360 Experience Marketers?

Executives across the globe are prioritizing investments and capabilities that help accelerate business growth. According to McKinsey research,  78 percent of CEOs are now banking on marketing leaders to drive growth. We aren’t talking about your everyday CMO, however. To drive business growth requires a new breed of 360 CMOs and marketers, those who take a holistic, data-driven, 360 approach to customer experience transformation and innovation. McKinsey’s research uncovered three elements, a “growth triple play” of creativity, analytics, and purpose, that delivers…

McKinsey – The Growth Triple Play: Creativity, Analytics and Purpose

McKinsey – The Growth Triple Play: Creativity, Analytics and Purpose

Brian Solis joined McKinsey at Cannes Lions, the International Festival of Creativity, to debut research that explores the high performing organizations that prioritize the “growth triple play” of creativity, analytics, and purpose. The presentation is here (registration required). Key Findings: Only 7 percent of companies are delivering on the growth triple play by unifying creativity, analytics, and purpose. They are driving average revenue growth of 2.3 times versus peers from 2018–19 (which increased to 2.7 times versus peers from 2019–20)….

Generation novel: How to engage the new post-pandemic customer

Generation novel: How to engage the new post-pandemic customer

Following his keynote at ClickZ Experience, Brian Solis sat down with Elizabeth Roscoe to talk about Generation-Novel, the cross-generation psychographics segment of post-pandemic customers. The original interview is posted at ClickZ. Summary Customer needs have changed as a result of the pandemic and so must the ways of marketing to them Digital empathy is key to informing marketing decisions Read on for valuable insight from digital pioneer and best-selling author Brian Solis very brand has a style guide and every…

Healthcare Transformers: A Two-Part Series Defining the Future of Patient Experience by Brian Solis

Healthcare Transformers: A Two-Part Series Defining the Future of Patient Experience by Brian Solis

What’s the future of patient experience? What’s the future of caregiver experience? Brian Solis penned an innovative two-part series for HealthcareTransformers that addresses the answers to these questions and more. Solis also explores the potential of digital, physical, and hybrid experience design in a digital-first world with mobile and Web 3.0 transforming patient expectations. The ideas and lessons go beyond healthcare and affect customer experience innovation in industries including retail, travel and hospitality, automotive, and any customer-facing industry. Part 1:…

Generation C and why healthcare must adapt to meet their expectations

Generation C and why healthcare must adapt to meet their expectations

via Jason Considine, MedCityNews Who is Generation C and how will healthcare adapt to meet their expectations? The term “Gen C” was first introduced circa 2012 by futurist Brian Solis as a way of describing a generation of connected consumers defined not by their age, geography, or income but by their hyper-connected, mobile-first mentality. While the term “Gen C” was first introduced circa 2012 by futurist Brian Solis as a way of describing a generation of connected consumers defined not…

Special Report: A Blueprint for Becoming a Customer-Unified Company; Making the Customer’s Experience the Heart of the Enterprise

Special Report: A Blueprint for Becoming a Customer-Unified Company; Making the Customer’s Experience the Heart of the Enterprise

Customer experience is the number one priority as ranked by executives around the world. Even though most may say they’re already “customer-centric,” the reality is that only 15% say they have both a single (360-degree) view of customer data and the organizational structure to make use of those insights.  At Salesforce, I recently had the opportunity to work with Harvard Business Review Analytic Services (HBRAS) on a survey of 1,100 executives around the world exploring how to meet the future…

The New Playbook for the Future of Marketing and CX Will Be Written by You

The New Playbook for the Future of Marketing and CX Will Be Written by You

Recent McKinsey research uncovered a “growth triple play,” where successful companies integrate creativity, analytics, and purpose to deliver at least two-to-three times the growth of their peers. But even for those companies that used just one of the capabilities—either creativity, analytics, or purpose—they experienced an average growth rate of more than 6%. Those that added a second component saw growth rates climb to more than 7%. And for those that employed the full triple play, growth rates climbed to more…

Shifting Mindsets from Customer Experience to the Customer’s Experience

Shifting Mindsets from Customer Experience to the Customer’s Experience

I recently had the opportunity to partner with my colleague Jon Suarez-Davis on a fireside conversation for the CMO Club. What an incredible experience to hear from so many CMOs leading through change in these uncharted times.  Jessica Denny summarized the conversation at CMO Perspectives and it’s well worth your time. Please take a moment to read (and share!) Thank you. The pandemic transformed us into a digital-first society, and now digital-first customers are driving total market transformation. World-renowned digital…

BizTech Magazine: Small Business IT Influencers to Follow in 2021

BizTech Magazine: Small Business IT Influencers to Follow in 2021

via @Keara Dowd, BizTech These are the leading voices on the hottest trends affecting small businesses today. After a year full of disruptions and an explosion of new trends, small businesses are settling into a new working routine. This includes a remote workforce that will need to collaborate with onsite employees, a human resources department tech savvy enough to build company culture remotely and a growing emphasis on data, artificial intelligence and the Internet of Things. What’s more, small businesses…

Salesforce Canada Explores the Future CMO with Seth Godin and Brian Solis

Salesforce Canada Explores the Future CMO with Seth Godin and Brian Solis

The Future CMO: Driving the Seamless Customer Experience, June 16 2021 – LINK The role of CMOs globally has been on a continuous path of transformation. The digital era has created new ways for businesses to connect with audiences on a deeper level, and in turn deliver more seamless, personalized customer experiences at scale. Today’s CMO is uniting brand, sales, commerce, service, and loyalty to own the end-to-end customer journey. Join Seth Godin, Brian Solis, and Canadian business leaders as they…

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