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Marketing Leadership for CEOs: An Executive Guide to Growth
This blog is part of Chief Outsiders’ Marketing Leadership for CEOs series, an ongoing examination of the critical dimensions of Marketing (the capital “M” is intentional, as you’ll see) that every CEO needs to understand.
The Marketing Health Check: 5 Questions to Ask Right Now to Prep for 2018
Wed, Dec 13, 2017 — Another calendar year is just about in the books – and the atmosphere around most businesses is decidedly festive. Your staff, no doubt, is thinking about spreading cheer, forgetting about old acquaintances, and making plans for that dead zone between Christmas and New Year’s when the most mission critical strategic consideration is whether to drive or fly to grandma’s house for the holidays.
The New Sales Funnel: How to Revitalize Your Messaging to “Wow” Today’s Consumer
Mon, Dec 11, 2017 — For sales-driven organizations, 2017 marked the year that the baton was finally – and permanently – passed to the consumer. This was the year, it was declared, that all of the growing technology megatrends finally gave the consuming public the upper hand in the relationship with marketers. This means that, despite all of the efforts and resources we’ve invested into outbound sales and marketing efforts, heretofore, we’re simply going to find ourselves several paces behind an educated and savvy buying public.
Sold, not Bought: The Marketing of Unfamiliar Solutions
Mon, Nov 20, 2017 — Several years ago I met Davis, an executive in Ohio, who segmented his product lines into “Bought, not Sold” and “Sold, not Bought.” “Bought” products, he said, were familiar to prospective buyers. They had self-diagnosed what they needed and self-prescribed a product solution for that need. Often, they’d previously purchased a product in the category. By contrast, a “Sold” product presented an unfamiliar solution—so the prospect couldn’t self-prescribe, and may not have self-diagnosed. In fact, their need could be latent and wouldn’t be recognized without prompting.
What is Account-Based Marketing and Why CEOs Should Care
Wed, Nov 8, 2017 — If you are the CEO of a B2B company, you may have heard of the latest innovation in generating revenue: Account-Based Marketing (ABM). This article will explain the why’s and what’s of ABM so that you can ensure your company is driving the maximum results. Let’s face it: your leads probably suck. They suck either because there aren’t enough of them, or the quality is poor. Most likely it is both. Your sales team is always asking for more and better leads – and you are too.
Is The “VP of Sales and Marketing” Role Becoming “Mission Impossible?"
Thu, Oct 26, 2017 — Here’s to those of you who currently have that title and are performing effectively in a “Vice President, Sales and Marketing” role today! If you are confident, balanced and managing both roles effectively at the same time, you are unique. I think, though, that this combined role will become less common in the future. Here’s what is driving my thinking. I’ve been in a VP Sales and Marketing role in three companies. Most recently, I served in an interim VP Sales role added to an interim VP Marketing role for a client which had an unplanned executive opening. After five months of trying to perform both roles productively and with balance, I have greater empathy for those who have that title and who actually can do both concurrently.
CEOs: What’s your Competitor’s Plan to Win?
Wed, Oct 18, 2017 — Part 4 of Creating Sustainability for the Business “How could she not see this coming?” Look in the mirror. Armed with a strategic plan built on the foundation of purpose and stocked with customer insight, it’s now time to look closely at the competition. Learning how your competitors plan to defeat your strategy will fortify your plan to achieve long-term success.
What’s Driving Double-Digit Growth in SMBs?
Wed, Oct 11, 2017 — Latest Vistage Research Provides Important New Insight to Growth If you’re like most companies we’re working with, you’re experiencing growth this year. After all, the economic and business climate is quite conducive to growth – low cost of capital and a stable labor market are certainly contributing. But what about the companies that are getting more than their fair share of growth? What are they doing? Vistage Worldwide just published insightful research that explores the decisions high-growth company leaders are making that set them apart from their peers. This study of over 1,300 CEOs and business owners identifies key factors that clearly distinguish between higher (double-digit growth) and lower growth companies. Ready to see the specifics?
7 Ways Not to Screw Up Your Value Proposition
Tue, Oct 10, 2017 — Value propositions are critical to the health and growth of your business. How critical you think they are may be colored by your personal experience. For me, a value proposition is a powerful summary of who you are and what you offer. It defines what is distinct and valuable for those prospects and customers that you want to reach.
Three Common Mistakes that Prevent Growth
Wed, Oct 4, 2017 — All too often I speak with CEOs who are frustrated by their company’s lack of growth. They know they offer a needed product or service, and they know that they’re using all the tools they should to drive growth. But it doesn’t come. Oftentimes the secret is right in front of us. We just need to pay more attention. If you aren’t growing as fast as you think you should, ask yourself these three questions.