
The First Stage to Develop Customer Management as a Competitive Edge
INTRODUCTION
There's a moment that comes to every business leader. Perhaps you've experienced it yourself? You're sitting in a boardroom, and someone asks the deceptively simple question: "So, what exactly is our strategy?" The silence that follows is telling. Not because people don't care, but because nobody can articulat...

A framework for customer management excellence.
INTRODUCTION
I've observed a curious phenomenon across countless B2B organisations over the past 25 years. Companies with brilliant products, robust intellectual property, and deep technical expertise often struggle with the most fundamental business challenge: growing sales consistently.
Take the precision engineering firm I worked with rece...

INTRODUCTION
In the curious world of business, we find ourselves obsessed with categorisation.
Organising things, people, and organisations into boxes provides comfort, order, and the illusion of control. Suppliers, in particular, invest considerable energy in classifying their customers. Is this account "Strategic"? "Key"? "Basic"?
The goal, naturally, is to direct resources where returns a...
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