Savvy market insights professionals understand that the CFO is the ultimate budget decision-maker and, as such, merits outreach by the head of market insights to show the value-add market insights provides. But does your CFO get market insights? Or does he or she see your department as a discretionary cost center? Reach out and share with him or her how market insights contributes to the business:
Market insights influences top-line growth.By identifying client needs, competitive gaps, cross-sell correlations, and new market opportunities (among other deliverables), market insights helps the company identify and optimize revenue growth potential.
Market insights influences bottom-line growth. By identifying lower-cost (and acceptable) ways to meet customer needs (e.g., replacing phone support with IM chat support) and by identifying better competitive delivery methods (among other deliverables), market insights helps the company reduce the cost of key functions, which improves the company’s bottom line.
Market insights influences brand value and market cap growth.By fueling high customer satisfaction, loyalty, and willingness to recommend as well as identifying messages that help the company own high-value brand attributes (among other deliverables), market insights helps the company build its brand perception, which can fuel improvements in brand equity and market capitalization.
Whoever said the summer's supposed to be a slow time for news had better be on vacation this week. While the financial markets keep a keen eye on $FB's fluctuation, my colleagues and I are busy analyzing the flurry of M&A around the social technology vendors. Simply put, it's a busy time in the social media world.
Just over a week ago, Oracle purchased Vitrue to add social media management to its bigger technology offerings. Yesterday, Salesforce.com countered the announcement with the acquisition of Buddy Media. But not to be outdone, today Oracle announced it will acquire Collective Intellect, a social intelligence company. The announcement comes a year after Salesforce.com purchased Radian6 and now gives both CRM giants the components they need to piece together something powerful. With social CRM in sight, this social technology arms race is the start of something very big to come.
Let's answer some quick questions about this rush of activity: