Dedicating marketers to a company’s key accounts—Account Based Marketing (ABM)—is not a new practice, but it is one that is difficult to do well and particularly challenging to effectively deliver at scale. ABM is an increasingly important part of the »
President & Founder
Jane is an avid runner and cyclist and can be found on the soccer pitch. She enjoys traveling and exploring new parts of the world with her family.
EO (Entrepreneurs Organization), The Boston Club, The Commonwealth Institute, Boston Chamber of Commerce. Jane is also actively involved and on the boards of several non-profit organizations.
Jane has a BA from the University of Western Ontario, Canada and an MS from Boston University.
As consumers, we understand that a positive service experience provides competitive advantage for the companies who deliver. Until recently, this has not translated into a similar urgency for business-to-business (B2B) companies. In fact, earlier this year we tested with a »
There are moments that matter… moments that shape how we feel and what we believe about our favorite brands and products. Think about when you opened your first iPad or other Apple device – a moment that Apple designed to »
In our years of convening and facilitating Customer Advisory Boards, we have come across a common set of questions such as: Should we compensate our customer advisors? The following is a top 5 list for consideration in the early development »
Most organizations today have shifted or are in the process of shifting from product centric to customer centric. But our recent interviews with CMOs from more than 25 Fortune 500 companies show that while this is a known requirement, making »
In an April 2011 article in Forbes magazine, contributor Nathan Furr outlined the challenge to big business survival in his post Big Business … The End is Near: Why 70% of the Fortune 1000 Will Be Replaced in a Few »
Much is being written about the transformation of marketing. The IBM CMO study of 1700 CMOs shows that marketers believe the function is in the middle of a dramatic change and the majority also believes that they are not fully »
Katharyn White serves as IBM’s Chief Marketing Officer (CMO) for its Global Business Services. Katharyn and the IBM Institute for Business Value interviewed 1700 Chief Marketing Officers earlier this year to understand what CMOs are doing to help their businesses »