Recently, a marketing leader asked me why Farland Group focuses its work at the C-suite level. She shared her experience that sometimes the input of users can help to evolve products and services. I agree and in fact, gaining the assessments and advice of users is critical to the future success of product features and functionality. I asked her how she was sure they weren’t missing the forest for the features? We agreed that both c-suite engagement and user input are needed for longer and shorter term strategy advice. Often, we begin our Customer Advisory Boards in the C-suite and then connect product, service, and even regional Boards into the global C-suite Board. There likely isn’t a right or wrong answer on this – all feedback is valuable and important. But, given the choice, having a group of people who are focused on the longer-term headlights can help to ensure you are on the right path.

What approaches are you using to connect the near-term to the longer term?

How are you gaining advice on the things that matter most to your corporate, product and service teams?