​​√  Create a $100 million service business​

Eric Berggren

sample clients


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 

“Advancing Best Practices in Customer Value Management” presented with James C. Anderson Ph.D. to the Institute for the Study of Business Markets, August 2011.

"Establishing and Defending Price in Challenging Economic Times" presented to the Diagnostic Marketing Association, March 2009.

“Customer Value Innovation: from Customer Satisfaction to Non-Customer Dissatisfaction” presented to the Institute for the Study of Business Markets, February 2008.

“Marketing for Tomorrow…Today.” Business-to-business marketing panelist, 2006 Kellogg Marketing Conference, February 2006. 

“Creating Bottom-Line Results from Your Collaboration” presented at the Center for Collaborative Organizations 15th Annual International Conference, September 2004.

“Take Your Value Proposition to the Bottom-line” with Stefanie Zucker, The Forum, Summer 2004.

“Measuring Value Delivered to Customers…Tapping the Full Potential of Your Products and Services” presented at the Institute for International Research’s Moving the Customer Agenda Forward in Your Organization Conference, June 2003.

“Integrated Marketing and the Web” with Bobby J. Calder, Ph.D. and Richard I. Kolsky, Ph.D., Kellogg on Integrated Marketing (John Wiley & Sons, 2002).

“Integrated Value Pricing to Maximize Profitability” presented at the Kellogg School of Management, June 2002.

“Introducing New Products Can Be Hazardous to Your Company:  Use the Right New Solutions Delivery Tools” with Thomas Nacher, Academy of Management Executive, August 2001.

“Why Good Ideas Go Bust” with Thomas Nacher, Management Review, Feb. 2000.

“Developing a Winning Value Proposition” presented to the BD Marketing Excellence Conference, January 2000.

“Using Money to Attract, Develop, and Retain Staff” Journal of Management Consulting, November 1999 (Vol. 10 No. 4).

“Taking Marketing to the Bottom-Line” presented to Northwestern University’s Kellogg School of Management Transportation and Supply Chain Marketing Strategy Conference, Oct. 1996.

“Throw Out Your Market Research -- A Cure for the Slowly-Melting-Ice-Cube Blues” with Richard I. Kolsky, Ph.D., The Leadership Line, Summer 1995.

"Is Product Management Obsolete?" with Robert Dewar, Ph.D., Journal of Retail Banking, Winter 1992.

Building new capabilities within client organizations is Eric’s passion.  Through a collaborative, coaching relationship with clients at all levels of their organization, Eric’s clients “learn by doing” and develop a deeper understanding of and enthusiasm for the resulting strategy. Additionally, to help clients maintain best practice in customer value management, Eric and Kellogg Professor James C. Anderson created and continuously update the Customer Value Expert Toolset® (CVET®), a proprietary web-based application to quantify and prove the value delivered to target customers.  

Eric honed his management skills at Gemini Consulting by leading the Building Market-Focused Organizations center of excellence and serving as chief-of-staff for the 150-person strategy practice.  With his extraordinary focus on people development, Eric excelled in both roles.  As a founding member and past chair of Thrive Chicago, Eric also promotes servant (values-based) leadership in the Chicago business and not-for-profit communities. 

Eric earned his M.B.A. with distinction from Northwestern’s Kellogg School of Management with concentrations in marketing, management policy, and finance.  He earned his B.A., magna cum laude with highest honors in economics, from Kenyon College.

Eric Berggren is a leader in innovating and managing customer value for revenue and profit growth. Partnering with his clients across six continents, Eric develops and implements highly successful differentiation strategies. His work spans diverse industries including professional & financial services, high-tech, energy, health care, telecommunications and industrial products.  Eric’s creative, yet pragmatic approach consistently generates tangible results highlighted in Harvard Business Review, Fortune and several popular business books.  As an Adjunct Lecturer of Marketing, Eric teaches strategy, customer value management, and B2B marketing at Northwestern’s Kellogg School of Management and is published in Kellogg on Integrated Marketing, among other publications.  

Axios Partners Inc

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Managing Director

Representative ​Client Results 

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√   Increase margins by 40% in a commodity market

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

​√  Achieve over 80% penetration within 2 years