Farland Group, Author at Farland Group

Consultants you can trust with your top customers, we are devoted to helping B2B leaders connect in meaningful ways and get tangible results out of better business relationships.

Featured Article | Customer Engagement: It’s More than a Bunch of Activities

Very few marketers would say that their goal is not to create long term, strong, deep relationships with their clients or customers. Client relationships are what drive a healthy business and deliver value in both directions. And most marketers would »

Featured Article | Customer Advisory Boards: Get Your Internal Team Right

Companies launching a Customer Advisory Board or Council put lots of thought and attention to their recruiting of clients – who to invite, what criteria to use, how to get the mix just right. But typically we see less attention »

Featured Article | Engage the C-Suite through a Client Advisory Board [Article]

[AS SEEN IN CHIEF CONTENT OFFICER] “Connecting with C-level clients remains an ongoing challenge for marketers. More should consider creating a client advisory board, which, when done right, provides traction with your most coveted clients. Let’s start by clarifying the concept…”

Featured Article | Client Advisory Boards….What I Wish I Knew Then

Client Advisory Boards are a proven vehicle for engagement and co-creation, but getting one off the ground is always a learning experience. In this occasional series, we will share some of the lessons our own clients have shared with us »

Featured Article | Customer Experience and the Cost of Loyalty Conundrum

While I deeply believe in the importance and bottom line value of investing in the customer experience, a conversation I had with a marketing executive this week made me stop and think. He was talking about the inherent challenge of »

Featured Article | Getting it off the Ground – the Client Advisory Board Recruiting Hurdle

Client Advisory Board membership holds the key to the kingdom of successful engagement and advice. Securing the right members is critical, and takes considerable time and effort. In our work launching Advisory Boards, we find that in their desire to »

Featured Article | Digital Does Not Equal Customer Experience

In the rush to tap the wealth of data and new tools for conversation, there is an overwhelming focus on digital marketing, digital channels, and the holy grail of social media to communicate with clients. And while keeping up with »

Getting to a Customer Engagement Mindset

Many marketers are stuck in an activity mindset, focused more on the event calendar and the client reference database than strategic conversations with customers. In contrast, an engagement mindset creates a strategy focused from the outside-in rather than from the inside-out. Here are ways to shift your approach toward an engagement mindset, even when you can’t achieve a full-scale transformation.

Lessons from the C-Suite: Digital Disruption

McKinsey’s article, “How to Scale your Digital Disruption,” highlights key leadership and organizational changes that help businesses think about digital as more than a sideshow. We share three major themes we hear from c-suite executives about what challenges keep them from making this shift and driving the change fast enough.

Culture Clash: Is your company sales or customer-driven? [Article]

AS SEEN IN Jane Hiscock, President of Farland Group, shares her point of view on the differences between a customer-driven company and a sales-driven company. Today’s savvy, digitally enabled customers know when they are being treated as just a number »

5 Ways to Build a Leadership Culture [ARTICLE]

When employees are empowered in their roles, it creates a fulfilling culture of leadership.

CIO: Your Next Chief Customer Officer? [Article]

[AS SEEN IN CUSTOMER THINK] CIO’s are becoming more involved in customer engagement strategy as a way to ensure delivery of the appropriate high value technology solutions. Jane Hiscock shares three approaches CIOs are taking in adopting this new customer-facing aspect of the role.