Author Archives: Mitch Gooze

Metrics That Don’t Matter

As you may know, US airlines keep track of actual on time arrival and departure information and it is publicly available. Late flights arriving or departing are tracked. A belief exists that this information helps the public select flights. The … Continue reading

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Product Marketing vs Product Management

The terms Product Marketing and Product Management are often interchanged, misused and/or misunderstood. They are two of the four roles of Marketing. This video helps to clarify the important distinctions between these two roles. Mitch & Ralph

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Aligning Marketing and Sales

The challenge of creating alignment between Marketing and Sales is decades old … and on-going. We believe the issue continues because people have been looking for a solution in the wrong place. This short video, suggests a real solution. Ralph … Continue reading

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What the Heck is B2B2C Marketing?

The construct of B2B2C Marketing (Business to Business to Consumer) is a relatively newly named construct (2015 or so). What is it exactly? Like many things in the Marketing space it depends upon who is defining it. I will argue … Continue reading

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What Is the Customer Actually Buying?

It’s not about what you sell; it’s about what the customer is buying. If you focus only on what you sell it rapidly becomes a commodity. If you focus on what the customer is actually buying, nothing needs be a … Continue reading

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The Power of Who and the Power of Focus (Part 10)

For many years, we have espoused the idea of knowing Who should be your customer, and, sometimes more importantly, Who should NOT be your customer. Some recent research suggests that this is powerfully true in terms of customer satisfaction as … Continue reading

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What Really Sets Amazon.com Apart

Amazon.com has claimed a relentless pursuit of customer-centric processes since its inception. Sure, Bezos’ access to VERY low-cost capital and minimal profit expectations gave him an advantage, but others have had those factors and no longer exist. It’s the fact … Continue reading

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