Developing Strategy Without Customer Intel is Criminal! By Mark Allen Roberts In today’s volatile and uncertain business climate, we must understand our customers and how they make buying decisions. Think about the changes we have experienced since the pandemic. No wonder many senior leaders are tired and can’t find another hour in their day. Some challenges we have all faced include the following: Health concerns due to the pandemic Supply chain interruptions Work from home and isolation Labor constraints War in Ukraine Increased order volumes Inflation Pressure on our gross margins In many cases, what has always worked in the past is not working today. Organizations that capture the voice of their customers and leverage those insights into new strategies and tactics profitably scale in any economy. One company captured the voice of their customers during Covid and found the criteria their buyers were using were different than how they made buying decisions in the past. We
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