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Outsider Insights | From Hustle to System: Why More CEOs Are Rebuilding Their Sales Function
Outsider Insights
Across Chief Outsiders, we talk to hundreds of CEOs every month. In this new series, we explore the trends and challenges we’re hearing from these discussions – and what you can do if you’re facing the same issues in your business.
Psychographics: How To Use Brain-Level Insights to Improve Marketing
Fri, Jul 22, 2022 — As a marketer in the digital age, I am fortunate to have many tools at my disposal that make my job easier. Unfortunately, however, I still have no way to read minds (and that would be quite creepy, anyway) – but one could see how individual “brain-level” insights could have a stunningly positive impact on campaigns, revenues, and overall success. That’s because the Holy Grail for marketers is to understand not just the “who” is likely to buy, but the “why” behind the purchase. If we figure out the need we fill for that customer, at an emotional level, we can effectively cultivate a highly-valued customer.
Developing A Unique Value Proposition
Mon, Jul 11, 2022 — In my previous blog post “Unique Value Propositions And Their Necessity For Success”, I provided examples of value propositions in the Healthcare and Technology industries my teams and I developed. As I noted, “A value proposition must focus on features and benefits that make the product unique, and are sustainable over time. A powerful value proposition lets customers truly understand the value of your company's products and services. It helps your target customers to see how what you offer benefits them, and is their only available option.” In this blog post, we will go through each of the elements of drafting a unique value proposition, whether it is a product or a service that you and your team are providing your customers.
Create Bigger Customer Value | Those Who Hustle
Wed, Jun 29, 2022 — “Things may come to those who wait, but only the things left by those who hustle.” Unknown Is your company creating enough value for your customers? I don’t mean that in a chiding way—just as a thought-provoking question for business strategy.
Positioning Mistake No. 365 -- Treating Prospects Better Than Existing Customers
Wed, Jun 22, 2022 — From the world of “shocking but true”: There are real, actual companies out there that are turning away revenue. Literally, they have customers shaking fistfuls of dollars in their direction and walking in the opposite direction. Before you shake your head, thinking this is blasphemy, the stark reality is this: You, too, could be guilty of the same offense.
Lead Incubation Has a New Shape: The Marketing Hourglass Has Supplanted the Sales Funnel
Tue, Jun 21, 2022 — You spend countless hours, and endless resources, to encourage your sales team to dump leads into the top of your sales funnel, with the hopes of squeezing them through the tiny orifice at the bottom. Once those precious few fall out the bottom and onto your client rolls, now what? With an overheated market, dogged competition, and an enlightened consumer that is more fickle than ever, how can you make sure all of that effort is worth it? How can you ensure that you keep what is rightfully yours?
The Current Case to Hire a Fractional CMO
Mon, Jun 20, 2022 — There’s a perfect storm brewing for CEOs right now: increased competitive pressure, inflation, and the “Great Resignation,” all alongside the need for organic growth. These are all conspiring to make the balance of 2022 even more challenging than usual. Marketing and selling your products or services in this environment is not for the faint of heart – which is why a battle-proven Chief Marketing Officer can make all the difference when it comes to navigating steadily during this difficult consumer climate.
Why CPG Managers Might Miss the ‘90s…
Tue, Jun 14, 2022 — Seasoned consumer packaged goods (CPG) executives—with more than 25 years of experience—probably think of the 1990s, or earlier, as “the good old days.” Why? Because for them, life was much simpler. There were far fewer outlets for advertising and distribution. Think about it. From an advertising standpoint, the three broadcast networks still ruled. The handful of cable channels available did not even carry ads. There were newspapers and magazines in which to advertise and place coupons. On radio, there were a handful of local stations from which to choose. Websites were nascent. And direct mail was alive and well.
How to Achieve Double-Digit Annual Growth
Tue, May 24, 2022 — For CEOs everywhere, the pressure is on. With an overheated economy creating outsized results – and enhanced expectations, “thrive” has replaced “survive” as the mantra in boardrooms across the country. As a result of the “go-go” market conditions, a new benchmark has been established: If your company can't show a minimum Compound Annual Growth Rate of 10 percent, you are putting yourself and your company at risk. As never before, the key to a business's health, high corporate valuations – and CEO job security -- is revenue growth.
Stemming the Tide: How Conscious Leadership Can Stop the C-Suite Revolving Door
Wed, May 18, 2022 — Co-Authored by: Dana Prestigiacomo, CMO, Chief Outsiders Jim Fallon, Consultant, Conscious Leadership Group Gone are the days of the CEO for life. Today, when a well-intentioned, freshly-recruited CEO enters the doors of the highest executive office at the company, those doors typically are left propped slightly open. In fact, over the past several years, the average tenure of a corporate CEO has plummeted to just under seven years – a worrying notion for companies with consistency on their minds. In reality, the notion of leadership has changed -- and the change has accelerated over the past few years, starting at the very top.