As embedded finance becomes an increasingly innate part of modern business strategy, the question we, as positioning experts, need to ask is to what extent is it starting to become an organisation’s defining raison d’être? According to Gartner some of the biggest names in financial services have shifted their stance on digital innovation. Not so … Continue reading “Is embedded finance pushing organisations towards an identity crisis?”
Author: The Craft
Visionary CEOs seizing opportunity and engineer greater business value
Over the past 6 years, we’ve been lucky enough to work with CEOs and business leaders across the B2B tech industry – our specific area of expertise is working with the challengers who know that their businesses need to catch up with their vision. Answering that challenge isn’t a one-blog project or dealt with in … Continue reading “Visionary CEOs seizing opportunity and engineer greater business value”
RE-thinking B2B and ABM in the Turbulent Twenties: lessons from COVID – and the future beyond it
Author The CraftPosted on Categories Account Based Strategy, Market Engagement, Proposition Development, Strategic Differentiation It’s no surprise that Bain’s coronavirus thinking and resources are rich and well thought through. It IS slightly more surprising how relevant some of their thinking is not just for B2B enterprise sales but for us folk at the coal face of ABM. But when one thinks for a second, maybe not: these are lessons … Continue reading “RE-thinking B2B and ABM in the Turbulent Twenties: lessons from COVID – and the future beyond it”
Building a compelling proposition around digital transformation.
Author The CraftPosted on Categories Proposition Development, Strategic Differentiation, Transformation We’ve recently considered the following questions in relation to Digital Transformation. Click on the link the review our previous posts. What does transformation mean? How is transformation being implemented by businesses? Where have businesses reached on the digital transformation journey? By thinking about these three questions as a collective, we’ve developed some acid test points … Continue reading “Building a compelling proposition around digital transformation.”
Agent3 and The Craft; combining to deliver best in class Account Based Marketing, end to end
Since Agent3 was created, it had a very clear objective of helping customers sell more to their key and named accounts by combining the three agents of change in modern marketing; data, technology and content, to identify, target and engage their key accounts. As they’ve grown Agent3 and expanded from London into New York, San … Continue reading “Agent3 and The Craft; combining to deliver best in class Account Based Marketing, end to end”
How are businesses implementing digital transformation?
Understanding where your enterprise customers and target accounts are placed along their unique journey of digital transformation can give considerable advantage when used to tailor your message and become more relevant than the competition. Usually, transformation is led by the C-suite with IT supporting their digital ambitions. This means digital transformation and the ideas of … Continue reading “How are businesses implementing digital transformation?”
