Deja Vu All Over Again . . .

Wait a minute . . . this all looks very familiar . . . I think I've been here before . . .

After almost three years at Xerox, I returned to Forrester Research in January to resume my quest to remake business-to-business (B2B) marketers and advance their standing in the corporate world. It's great to be back, and while much has changed, still more remains the same.

What's changed are my experiences and views on enterprise marketing. Marketing in a big company can be messy and complicated, often with as many steps forward as backward. But opportunities and resources are abundant, and you get to go places you'll never go in a smaller firm — like into the world of television advertising, corporate sponsorships, and a vast matrixed sales organization specialized by region, industry, and offering. 

I learned important lessons at Xerox, with two that stand out:

  1. Change is a constant, and necessary, part of corporate life.
  2. Brand matters, especially in the ways customers experience it.
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