February 12-13, 2019
When IBM’s new CMO joined in late 2016, there was an increased emphasis on customer advocacy. One of the vehicles introduced to capture client feedback was the Win-Loss program.
Pilot work began in 2016 to help “sell” the program internally, identifying key questions/attributes, determining what works/does not work, identify best practices and modifying those process elements that were not working. Activities to scale the program began in Q3 2017, such as automating eligibility and list-pull processes (e.g., size of deal, fatigue issues, prioritization rules, etc.), expanding into additional product categories (now 20 products covered), expanding into non-English-speaking markets (e.g., five languages and 17 countries included), expanding moderator team, etc.
In an increasingly digital world, brand messages are needing to work harder to achieve real stand out, engagement and memorability in order to drive action – and winning brands will [...]