Transformative Segmentation - How John Deere is renewing leadership by disrupting the view of the customer
Product-centric companies target and count customers. Customer-centric companies reimagine the needs and motivations of their customers. Glen Drummond of Quarry and Todd VanTilburg of John Deere reveal the work that Ag-equipment market leader John Deere has been doing to respond to the disruptive challenges of a market transformed by technology, globalization of competition, growing complexity of customer needs, and digitization of buying journeys. Presented at the Canadian Marketing Association (CMA) 2014 Disruptive B2B Marketing conference.