Harvard Business Review

NOVEMBER 23, 2018

In the 2001 recession, total sales for the S&P 500 declined by 9% from its pre-recession peak to its trough 18 months later—almost a year after the recession officially ended. We’ll focus here on what the sales organization should be doing now to prepare for the next recession, with an eye toward using new digital tools.

Sales 14

Sales Sales B2B Accounts 14

Andrew Chen

JUNE 25, 2019

Question: What’s the simplest way you can test a referrals offering? Tactic #4: Run direct sales. The biggest gains in optimization don’t come from brute-force A/B tests, but from trying to understand the real barriers to people using your product. Once you reach scale, fraud becomes a real issue.

Retention 111

Retention User Experience Travel Marketing 111

Andrew Chen

NOVEMBER 1, 2018

Of course, as an investor you can’t run A/B tests or analyze results directly, but you can form hypotheses, ideate, and apply the same type of thinking. Ecommerce companies often use push to advertise sales- no wonder the CTRs are low. 3) And finally, to prioritize and make decisions that impact the future.

Metrics 111

Metrics Scaling Marketing Accounts 111

Walk Me

JULY 18, 2022

Examples of various subcultures are design, sales, or IT departments. A sales team could initiate offers and promotions to generate excitement. A sales team could initiate offers and promotions to generate excitement. Sales representatives must know all details and benefits of products before interacting with customers. .

Change Management 59

Change Management Manager Benchmarking Strategic Planning 59

Andrew Chen

NOVEMBER 1, 2021

Direct sales and product-led viral growth for most B2B collaboration apps. There were projects to help with A/B testing (Morpheus!), They have a slide on “growth strategy” in their investor deck with 20 different ideas, when the key is to just iterate their way into 2-3 core things that work.

Scaling 82

Scaling Marketing Recruitment B2B 82

Walk Me

AUGUST 24, 2022

Human Resources (HR) Marketing Sales Customer Care Public Relations (PR) Investor Relations Regulatory Affairs. Netflix is one example of such a company, using A/B tests and sharing data collection findings with all aspects of the organization to use continuous change to foster a learning culture. Stakeholder value management.

Organizational Development 52

Organizational Development Organizational Change Human Resources Change Management 52

Harvard Business Review

OCTOBER 16, 2012

Companies don't necessarily realize, for example, that they can use cross-selling algorithms to increase customer depth, or lead-prioritization algorithms to increase sales conversion rates. A/B testing is very much part of the culture of Silicon Valley web start-ups, but hasn't yet made its way to corporate America.

A/B Testing 16

A/B Testing Sales Sales Banking 16

Harvard Business Review

AUGUST 21, 2012

We estimate that "interaction workers," (managers, professionals, sales people, and others whose work requires frequent interpersonal interactions, independent judgment, and access to knowledge) spend 28% of their workdays answering, writing, or responding to email. The total potential value at stake in these sectors is $900 billion to $1.3

Media 18

Media Workflows A/B Testing B2B 18

Harvard Business Review

JANUARY 30, 2015

Reverse causation investigations have the opposite structure from A/B tests , in which we vary known causes, and observe how the variations affect an outcome. Note: Good A/B test construction can help you see most likely causes; bad A/B test construction creates its own set of problems.).

A/B Testing 13

A/B Testing Metrics Marketing Sales 13

Harvard Business Review

NOVEMBER 1, 2018

To be sure, these are not the only tools you’ll need — for example, I haven’t included A/B testing, understanding variation, or visualization here. To help illustrate this, consider “umbrella sales.” ” There are dozens of factors that could increase sales (e.g., explanatory) variable.

Sales 15

Sales Sales A/B Testing Manager 15

Harvard Business Review

NOVEMBER 3, 2014

Optimzely lets you run A/B tests on landing pages and other website elements. With Unbounce you can create and A/B test landing pages. It takes more than one touch to close a sale; email marketing is so powerful because you’re staying in front of customers and prospects who have said that they want to hear from you.

Marketing 12

Marketing A/B Testing B2B Advertising 12

Harvard Business Review

AUGUST 5, 2014

The key element is that most of us want to know the answer to some question like “are sales up month on month?” Answering these questions often involves a simple statistical test called a “ z-test.” Doing an A/B test comparing whether people like a new product design more than an old one? That’s a lot of words.

A/B Testing 14

A/B Testing Software Scaling Sales 14

Harvard Business Review

AUGUST 12, 2015

My guess is that I was part of a Maps traffic A/B test, because of the lack of other people commenting on this interface change and the fact that I didn’t need to download an update in order to change it. ” I was surprised I got a response at all, but even more amazed at the personalization of the response.

User Experience 14

User Experience A/B Testing Scaling Sales 14

Andrew Chen

JUNE 25, 2019

Question: What’s the simplest way you can test a referrals offering? Tactic #4: Run direct sales. The biggest gains in optimization don’t come from brute-force A/B tests, but from trying to understand the real barriers to people using your product. Once you reach scale, fraud becomes a real issue.

Retention 48

Retention User Experience Travel Marketing 48

Harvard Business Review

OCTOBER 31, 2018

A/B testing. One of the more common experiments companies use these days is the A/B test ( which is a type of randomized controlled experiment). At their most basic, these tests are a way to compare two versions of something to figure out which performs better. You can learn more about A/B tests here.

A/B Testing 8

A/B Testing Manager Metrics Assets 8

Harvard Business Review

JANUARY 23, 2013

(By painful contrast, the Romney campaign's experience with its Orca operational system offers a painful case study of what can happen when experimentation and stress-tests are managerially marginalized.). Innovative tools allowed out-of-state volunteers to make calls to swing state undecideds. Yes, there were integration problems and issues.

Marketing 11

Marketing A/B Testing Operations Benchmarking 11

Andrew Chen

SEPTEMBER 4, 2018

And you can start to draw conclusions, sort of a natural A/B test in order to do that. Are they checking the houses that are going on sale in their neighborhood? You can say, “Well, you know, this market which is like, has much more density in terms of the numbers of scooters behaves like this.” Another smile, essentially.

Marketing 75

Marketing Metrics Retention eCommerce 75

Harvard Business Review

JUNE 28, 2016

Companies can also rent their business applications (for accounting and finance, human resource management, marketing and sales, collaboration, project management, and so forth) on-demand from companies like Microsoft, Salesforce.com, Workday, Hubspot, Yammer, Dropbox, Basecamp and others. Provides a low-cost, real-time network to test ideas.

A/B Testing 13

A/B Testing Travel Engineering Human Resources 13

Harvard Business Review

NOVEMBER 6, 2018

Decision scientist: Which content to license, which sales lead to follow, which medicine is less likely to cause an allergic reaction, which webpage design will lead to more engagement or more purchases, which marketing email will yield higher revenue, which specific part of a product user experience is suboptimal and needs attention.

Engineering 15

Engineering Workflows User Experience Software 15

Harvard Business Review

SEPTEMBER 17, 2014

Email marketing templates should not be altered for design reasons without a/b testing the impact of the change on click-through rates. At J.Crew, I would determine my paid search marketing investments and choose which clothing product categories to drive online demand based on in-store sales data.

Marketing 11

Marketing Advertising A/B Testing Engineering 11

Harvard Business Review

NOVEMBER 3, 2014

Optimzely lets you run A/B tests on landing pages and other website elements. With Unbounce you can create and A/B test landing pages. It takes more than one touch to close a sale; email marketing is so powerful because you’re staying in front of customers and prospects who have said that they want to hear from you.

Marketing 8

Marketing A/B Testing B2B Advertising 8

Harvard Business Review

MAY 28, 2015

There are many ways to assess the impact of scientific work , from book sales (where Who Moved My Cheese? In many social sciences, however, including organization studies, progress is harder to judge, and the kinds of questions we ask may not yield firm answers (e.g., do nice guys finish last?).

Manager 14

Manager A/B Testing Staffing Government 14

Harvard Business Review

JULY 25, 2017

It’s about “delivering customers and sales.” To do this, you need to establish your sales baseline. What would our sales and profits have been if we didn’t spend on this marketing program? But even that can be complex, she says: “Last year’s sales line had a bunch of marketing behind it.

ROI 8

ROI Marketing Cash Flow Sales 8

Harvard Business Review

MAY 7, 2018

We will measure ourselves rigorously in how the various digital touchpoints come to life across those three dimensions, and we believe they will be core to reaching our overarching targets for sales, consumer experience net promoter score, and ultimately engagement and lifetime value.” ” Data-Driven Growth in a Digital World.

A/B Testing 8

A/B Testing Digital Transformation Marketing Advertising 8

Harvard Business Review

OCTOBER 20, 2017

With regard to the side-by-side app comparisons, Orbitz attributed the price differences to the A/B tests that it employs or other anomalies that occur when setting millions of prices that regularly change due to dynamic pricing. The result is a more profitable customer base, with some shoppers paying more than others.

A/B Testing 8

A/B Testing Sales Sales Operations 8

Harvard Business Review

JUNE 4, 2013

Test various graphics, messaging, and timing. If the audience you''d like to reach is shopping for family vacations, perform A/B tests with slightly different creatives and copy, and carefully measure which ones perform best. Try developing different creatives for consumers in different geographies.

Travel 8

Travel A/B Testing Marketing Sales 8

Harvard Business Review

MARCH 2, 2016

For example, last century’s retailers mailed out catalogues and then used sales feedback to adjust the offerings for the next quarter. A digital company will A/B test its web page, display ad, or online catalogue in real time.

Assets 8

Assets Balance Sheet Operations A/B Testing 8

Harvard Business Review

JULY 17, 2013

This often results in CMOs retreating to their comfort zones and wasting money on what I call "studio-based" marketing channels, which still take their cue from the traditional awareness-consideration-action sales model that was debunked almost five years ago by McKinsey.

Marketing 13

Marketing A/B Testing Assets Advertising 13

Andrew Chen

NOVEMBER 13, 2018

There’s a long laundry list of skills that are critical, but not often considered core to the product: adtech integrations, signup funnel A/B testing, optimizing notification delivery, testing price points, testing cohort curves, etc. Yes, occasionally there are people who know all of it – but they are rare!

A/B Testing 110

A/B Testing Engineering User Experience Marketing 110

High Scalability

NOVEMBER 25, 2019

We started with SEM/SEO but over time as we grew, we used many channels to acquire customers like Social media, Biz dev, Trade shows, SEM, SEO, Inbound marketing and high touch sales for Enterprise customers. There are 200 Engineers(DevOps/OPS/QA/Developers/…), the rest are sales, marketing, support, product management, HR, etc.

Scaling 21

Scaling Engineering A/B Testing Manager 21