Chapter 5. Achiever Level: Accomplish Desired Outcomes
After Rachel completed her MBA, she worked at a consulting firm for several years, then held a series of marketing positions in financial services firms. During that time, she developed a talent for identifying high-value customer segments and finding ways to use company capabilities to attract and retain them. In the late 1990s a brokerage firm's senior VP of strategy and marketing realized they needed a better understanding of their customers. He hired Rachel to head a team to analyze the company's customer base and recommend ways to improve its business model.
Rachel began by focusing on the Fixed Income group. Considered the firm's weakest contributor, it had low profit margins, and it ...
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