Growth Insights for CEOs

How Small- and Mid-sized Business (SMBs) Can Execute the “Virtuous Cycle” of Digital Growth

Posted by Mark Coronna

This is the final installment in our series. This article will emphasize effective adoption of best practices, offer a logical sequence to implementation, and discuss building organizational and program maturity. This article will help you understand how to achieve “digital growth champion” status.

This is also the last in a series of five articles focused on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits.  If you missed the first four articles, you can find them here:

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The Top 5 Digital Marketing Trends to Leverage in 2019

Posted by Rob Talbot

As you get your staff and business operations ready for 2019, it’s also critically important to consider your marketing plan. Since your customers expect to easily find and enjoy the products and services they need and desire, you’ll need to invest in more customization and ease of use than ever. By sharing my annual “What’s Hot” list with your marketing department now, they can begin prepping for the changes and alterations they need to make to better reach your target audience and enjoy a full year of success.

Let’s get started by diving into the top five trends you need to know:

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Closing the Media and Creative Gap: How to Touch the Heart of the Hispanic Consumer While Keeping the Soul of Your Brand

Posted by Adriana Lynch

Myth:To maintain the integrity of my brand promise, the best approach to reach the Hispanic consumer is to simply translate the message and creative executions into Spanish. This way, there is no confusion.”

Myth:To connect with the Hispanic consumer, I may need to compromise what my brand stands for, so I can deliver on what they find relevant.”

The above statements are not only incorrect and inadvisable, but they are also guaranteed to hurt your brand. Adapting your message and creative execution to another cultural group is a vastly different approach than simply translating a message. This outlook also compromises your brand and campaign integrity by forcing you and your team to create a less suitable type of communication for your intended audience.

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Aligning Business Strategies and Digital Platforms to Drive Growth in Small- and Mid-Sized Businesses (SMBs)

Posted by Mark Coronna

This is the fourth in a series of articles focused on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits.  If you missed the first three articles, you can find the first here, the second here, and the third here.

Three previous articles included an introduction to four major ways digital technologies can help your business and described a spectrum of technologies and a possible implementation roadmap, and associated digital proficiency with enhanced business performance.  We also looked at how business process needs and priorities should help guide your digital paths and how to organize your people for success.

We are ready to discuss the third step on the “USA” digital roadmap: “Implement New Platforms and Technology.”

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Being Ferdinand Magellan: Four More Key Predictive Indicators for Forecasting Your Growth Trajectory

Posted by Paul Sparrow

Now that you’ve spent some time pondering the first four of my recommended key predictive indicators for forecasting your company’s growth and success, it’s time to look at the last four in the series – and prepare to lift the anchors. The next KPIs of utmost importance to nearly every B2B enterprise are the following:

5.  Average Sales Cycle

A command of your average sales cycle will keep your sales organization honest (and humble) – and will also provide you with more confidence in sensibly predicting new revenues. It’s also especially helpful to examine when it’s coupled with the Lead to Client Conversion Rate.

Measure every deal that goes into the sales pipeline and track how long it takes for each to close. Average the combined figure (# days to close) – and voila, you have your metric, and with it, a prudent expectation! It’s not a perfect science, but it establishes a KPI you really need.

You might be tempted to look at this in terms of products, services, and customer groups, and I would encourage you to do so. But first, start with the overarching metric—how long does it take my sales organization to close a deal?

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