2022
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Working with internal stakeholders
Adrian Davis – President, Whetstone Inc. | Principal Partner, The Summit Group
Why Marketing is essential to KAM
There has been a long-running war between Sales and Marketing that is not only counter-productive in KAM but also hugely wasteful of an invaluable resource.
The role of deals and business networks in innovation processes
Per Ingvar presented a case study on innovation focusing on networks that facilitate the process. The case traces the invention and eventual commercialisation of Transchateter
Successful service infusion
Dr Nima Hierati of Queen Mary University, London distinguished between product-focused services (like maintenance, guarantees etc) and customer-focused services (e.g. financing, cooperative marketing). Manufacturers seem generally focused on the
A case study in influencing
Is this a case study in influencing and gaining great business or an example of taking advantage of a customer with a problem? When a