S.8, Ep. 1 - Three Fascinating Reasons For Your Surprisingly Disappointing Results

We kickoff a new season on category creation by looking at a common B2B marketing problem: your analysis tells you that your product should be performing better than it is. What is going wrong? Listen to a deep discussion into the top three reasons this could be happening — viewed through the lens of the smoking cessation product Chantix. If you are in a similar situation, you can apply their learnings and unlock the promise of your products. You may even gain enough confidence to create a new category of your own.

Om Podcasten

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.