Eric Berggren (Co-founder)

Eric is a leader in innovating and managing customer value to generate revenue and profit growth. Eric partners with clients to develop and implement highly successful differentiation strategies across a variety of industries on 6 continents.  His creative, yet pragmatic approach consistently generates tangible results that have been highlighted in Harvard Business Review, Fortune & several popular business books. Eric also teaches strategy, customer value management, and B2B marketing at Northwestern's Kellogg School of Management in both the MBA and executive programs.

about Axios

​​​Axios Partners is a global Implementation partner for James C. Anderson, LLC, the leading authority on Customer Value Management in business markets.

√  Improve sales win rates to move from #2 to #1 

Aerospace:  Boeing, Woodward

Consumer: Apple, EAS, Harley-Davidson

Chemical: Dow, DuPont, Monsanto

Energy: BP, Chevron, PECO

Financial Services: Aetna, Aon, Banco Santander, ING, Marsh

Health:  BD, bioMerieux, J&J, Serono

Hi-Tech:  Apple, HP, IBM, Navteq, Telstra

Industrial: Corning, DuPont, Eaton, Holcim, PPG, Scot Forge, Weyerhaeuser 

Sample ​Clients 

STrategic Partners

√   Increase margins by 40% in a commodity market

​√  Achieve over 80% penetration within 2 years

​Client Results 

Representative experts

​​Orange Orca B.V. achieves measurable performance improvement in marketing & sales or purchasing & logistics. Based in the Netherlands, Orange Orca works seamlessly with Axios and Professor James C. Anderson to implement customer value management at client firms in Europe.

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Stefanie Zucker (Co-founder)

Stefanie divides her time between developing highly focused, creative business strategies and helping clients translate customer value into significant and sustainable bottom-line results. From microbreweries to semiconductor fabs, general aviation to hospital imaging equipment, Stefanie leads both domestic and international client teams in generating unique, customer experience based insights that result in lucrative new products and avoid costly mistakes.

Our Leadership

Roughly translated, Axios is the Greek work for value.  Axios leads clients to innovate and manage their business by converting value into revenue and profit growth. Drawing on our network of expert resources, we combine highly skilled and experienced consultants with cutting edge methods to address each client’s unique challenges. Since its founding in 1994, Axios has developed and implemented highly effective differentiation strategies for clients on 6 continents across a wide variety of industries.

Lakshman Krishnamurthi

Lakshman is the Montgomery Ward Distinguished Professor of Marketing at Northwestern's Kellogg School, where he served as the chairman of the marketing department from 1993-2004.  At Kellogg, Lakshman teaches marketing strategy & pricing in a variety of programs and has won numerous teaching awards. Lakshman is widely published and has won many awards for his research publications in academic journals such as the Journal of Marketing Research and Marketing Science

Richard I. Kolsky

Rick has spent the past twenty-six years helping clients take marketing to the bottom-line. His clients have used action-learning to convert many of today's fads--such as strategy innovation, market-focus, value-pricing, e-transformation, core competencies, relationship selling, and "rightsizing"--from simple buzzwords to bottom-line reality in markets as diverse as infant formula, life insurance, and earth moving equipment. Rick is also an adjunct professor at Northwestern’s Kellogg School. 

​​√  Create a $100 million service business​

James C. Anderson

James is the William L. Ford Distinguished Professor of Marketing and Wholesale Distribution at the Kellogg School of Management at Northwestern University. As a leading business-to-business marketing expert, James has written six articles published in Harvard Business Review, including "Customer Value Propositions in Business Markets." James also co-authored the book, Value Merchants: Demonstrating and Documenting Superior Value in Business Markets

​​​CVET uses a set of processes and cloud-based software called the Customer Value Expert Toolset® (or CVET®) to guide businesses through a proven, best-practice method to measure the value of products and services, and generate sales tools to prove that value to target customers.