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The Chief Outsider
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Recent Posts
Turning Customer Insight into Customer Value
This blog is part of Chief Outsiders’ New Growth Imperative series, designed to help CEOs and leadership teams engage executive decision-makers at targeted strategic accounts by turning deep insights into compelling customer value.
Nine Reasons – Plus One -- To Hire an “Executive-as-a-Service”
Tue, Aug 11, 2015 — In my previous blog, I identified some of signs of “Business Malaise” that could signal a growing disconnect between the business vision and the company’s growth goals. And as noted, when you consider the competitive pressures wrought by the hyper-charged business universe, early indicators of corporate distress are best addressed sooner than later. Many small and mid-sized companies face this situation – desperately in need of skilled marketing expertise – but believing that they lack the resources to procure it. That is why I am devoting this post to explore a new option – the Marketing Executive-as-a-Service.
What Digital Marketing Managers Can Learn From the Slow Food Movement
Thu, Apr 23, 2015 — The Need for an Organic Marketing Strategy Pay-Per-Click (PPC), sponsored content, and paid links have become the McDonald’s of modern marketing. With these methods, marketers hope to get traffic and, with luck, conversions, as quickly as possible and with as little effort as possible. It’s as if digital marketing had a drive-through window.
How Predictive Fitness Analytics Can Better Health & Wellness Programs
Thu, Mar 26, 2015 — Technology is changing Predictive Fitness Analytics Technology has made it possible for billions of consumers to shrink the world down to bite-sized, accessible chunks of data. But the growing popularity of health and wellness programs, predictive fitness analytics, and wearable devices is motivating users to focus not only on the world around, but the world inside as well.
Key Marketing Metrics for Revenue and Profit Growth
Fri, Mar 13, 2015 — Marketing metrics are at the essence of any business program. Key marketing metrics indicate the heights to which revenues will soar or the depths to which fortunes will plummet—as a result of your strategic business efforts.
How to Use Predictive Analytics & Lead Scoring to Supercharge Your Sales Funnel
Thu, Feb 5, 2015 — It's time to add predictive analytics and lead scoring to your sales strategy tool belt. As I have discussed in my previous articles, digital marketing tools and technologies are transforming the way businesses connect with prospective and existing customers. Adoption of these technologies is key to maintaining and gaining competitive advantage.
The Difference between CEOs who Manage vs. Lead
Tue, Jan 27, 2015 — A long-time client surprised me last week. He called to update me on his pursuit of a new position within his company and, in the course of our conversation, said that his CEO “is an extremely talented manager but not much of a leader.” The assessment itself didn’t surprise me. I have known this CEO for over 30 years and agree completely. What did surprise me was hearing my friend make the distinction. We have often talked about the differences between managing and leading. Like most people, however, he generally uses the terms interchangeably and doesn’t really make a distinction day-to-day—just the kind of thing that drives leadership experts like John Kotter crazy. For over 40 years, Kotter has been on a mission to get people to think about the distinction between management and leadership. Our ongoing transition from a manufacturing-based economy to a service-based economy, however, has made Kotter’s work much more difficult. We still need to understand the difference between management and leadership, but it is increasingly difficult to be an effective CEO without also being a good leader.
How to Best Leverage Marketing Technologies in 2015
Thu, Jan 22, 2015 — I was recently asked my thoughts on how technology and digital trends will shape the future of marketing. As I pondered this question, I took note of all of the ways that I am digitally connected to the outside world. My laptop, smartphone, phablet, tablet, and e-reader were all dripping digital data to some unseen force through my WiFi connection. A fitness tracker awaited the opportunity to observe and report my next activity. Acting as marshals for many of these resources were my modem and router, which collected the needed inputs and outputs and converted my actions into trackable information.
Digital Demand Generation Marketing: Optimize for the Future
Tue, Dec 16, 2014 — Digital Demand Generation: A New Level of Marketing In my last blog, I talked about the need to have your marketing plans be mindful of the increasing importance of marketing technology infrastructure, data, content, mobile and privacy regulations. Assuming you are ready with your new marketing strategies, it’s time to take a deeper dive into the great level of the marketing playing field – digital demand generation marketing. In a little under a decade, the advent of new social and online tools has dramatically changed demand generation – using tools that are accessible, easy to use and offer the ability to micro-target like never before.
Things to Know Before Putting Your Kids on the Payroll
Wed, Oct 8, 2014 — Americans like the idea of starting a family business. According to the US Small Business Administration, 90% of the 21 million small businesses in the US are family owned—and 62% of employed Americans work for family owned companies. The success rate of family owned small businesses, however, is amazingly low: 7 out of 10 of family owned businesses fail before the second generation gets a chance to take over.