It was a fall, 2004. I’d spent the day with a client and one of their customers conducting an Innovation Workshop–an example of an emerging marketing trend which Charles Doyle of Accenture labeled Customer Centric Marketing.
According to the Information Technology Services Marketing Association (ITSMA), Accenture and Unisys pioneered this very targeted approach to growing business with existing clients by connecting the two organizations culturally to manage perception, create a differentiated position and generate demand.
Quicksilver’s role that rainy day in Columbus was to rehearse the client’s presenters, and ensure that all the media we had created in the previous 13 days (a future newscast “reporting” the client’s customers success, video testimonials from other client’s customers) and the posters aligning the core values of the two organizations were set properly around the two-hole indoor miniature golf course we had installed overnight.
For the last 14 years,we have worked alongside clients in hundreds of pursuits proving the value of what ITMSA in 2004 heralded as groundbreaking in their paper, “Account-Based Marketing: The New Frontier.” As we did that day, we have worked to shape customers’ perceptions, differentiate our clients (their solutions, their capabilities, their people), and help the customer look into the future, see themselves as they could be and want to be that company.
Today, the client’s marketing lead for that engagement is CMO for a global real estate company and we continue to prove that focusing on the client (and the clients’ customers) is the most effective marketing approach.