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The Chief Outsider
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Recent Posts
AI Search is Here – And it’s Reshaping the Buyer Journey
Part 1 of our four-part series exploring how AI search is transforming visibility, SEO, and digital strategy - and what CEOs need to do now to stay competitive.
| Executive Takeaways |
| Declining web traffic isn’t random - it’s a symptom of changing search behavior. AI search is already impacting over 25% of user journeys - and growing fast If you’re not being cited, you’re missing opportunities-period. |
Four Ways a Fractional Chief Marketing Officer Can Catalyze Your Company’s Growth
Mon, Oct 19, 2015 — Companies seeking a catalyst for growth or working to manage the choppy waters that often result from a changing competitive landscape or economic swings have a relatively new and effective option to consider. Increasingly, these businesses are turning to firms like Chief Outsiders, that are able to plug in part-time “Executives-as-a-Service” who can make an immediate impact.
Are You Eating Your Own Dog Food?
Fri, Aug 21, 2015 — How An Old Microsoft Corollary Holds New Significance For Today’s Digital Marketer When I helped control Bill’s “Gates” many moons ago, as a marketing executive for Microsoft, there was an old nugget of wisdom that I believe offers new relevance for today’s digital marketer. To ensure the quality of its products – particularly in the “go-go” days of the 1980s, when Microsoft was relatively unchallenged in the marketplace for PC software – executives and employees alike were told to “eat their own dog food.”
Short-Term Insights For Long-Term Growth: Seven Reasons To Consider A Chief Outsider
Wed, Aug 19, 2015 — To gain competitive advantage, enter a new market or accelerate sales, companies often look to hire (or replace) senior level marketing talent. Finding the right person can take time a lot of time in terms of resources – search, interviews, salary negotiations and onboarding. Once hired, it can take some time for a new executive to get up to speed and start to deliver a positive ROI to the company.
Are you Content with Your Content Development Process? Five Steps to Add Impact and Results
Tue, Aug 18, 2015 — Thanks to the rise in content marketing, I have recently learned a lot about myself. I know what state I should live in; I know who should be my ideal soul mate. I recently learned how to fold my T-shirts in three seconds; I now know five ways to eliminate the ring from my bathtub; and I realize that in all of my years, I have been peeling my bananas incorrectly.
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.
An Rx for Sluggish Sales
Thu, Jul 30, 2015 — If corporate distress was handled like a medical condition, the approach would be to get help from a medical professional as soon as possible. You’d look for a specialist who could make a diagnosis and provide triage for the most urgent symptoms, while working to create a plan for sustainable health. Sometimes a company exhibits signs of a “Business Malaise.” The symptoms are not always clear, but there is a sense that something is amiss. Here are a few common symptoms:
The Shocking Cost of a Bland First Impression
Wed, Jul 22, 2015 — The Tale of the Flavorless Wonton Soup, or Brand Strategy gone South When we first moved into our peaceful cul-de-sac home somewhere in suburban Seattle, my family and I were pleased to note the existence of a Chinese restaurant, on the corner of a street just two blocks away. Disappointingly, our first trip to this establishment was, in a word – awful. If Yelp! had existed a dozen years ago, my review would have read something like this:
Content Marketing: How to Cut Through the Noise
Thu, Jul 9, 2015 — Almost any marketing discussion these days will turn at some point to content marketing. Its fans will say it’s the next big thing, and its detractors will demand to see the return on investment. Both views are valid, so where does that leave a CEO wondering how to proceed? The answer depends on your company, its goals, and its willingness to think differently. Done right, content marketing leads to the development of valuable and relevant written and video content that attracts targeted audiences and inspires an action from those audiences. Does that mean it can close a big deal? Probably not. That’s what people are for, and they should remain at the center of that process.
Creating An “Authentic” Customer Relationship (Part 1): Three Macrotrends To Understand Right Now
Tue, Jun 30, 2015 — There’s a “Holy Grail” that the best marketers rarely mention out loud, but represents the ultimate victory in the loyalty game – keeping a customer or guest until they pass on to the great beyond. In reality, having a “customer for life” has become a concept that few can truly visualize anymore. The effect of protracted worldwide recessions, the arrival of finicky Baby Boomers and restless millennials on the scene, and the effectiveness of technology in leveling the marketplace, have threatened the existence of the concept – for those who are unwilling to make significant changes to match the cadence of today’s consumer.