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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.
What B2B E-commerce can Learn from Consumer Retail
Tue, Apr 25, 2017 — The world of consumer retail is in the midst of rapid transformation. Traffic in brick-and-mortar stores is decreasing. Consumers are moving away from shopping malls. Traditional advertising—whether via direct mail, TV ads or newspaper and magazine ads—is losing its relevance.
CEO Shares the Benefits of Participating in a Peer Advisory Group
Mon, Apr 24, 2017 — CEO Experiences Growth from Being a Member of Vistage Chief Outsiders Fractional CMO, Neil Anderson, has a conversation with Vistage Member and CEO of TalenTrust, Kathleen Quinn Votaw, about her experience with Vistage, an executive coaching organization that provides leadership training and business coaching to CEOs and Executives.
A Conversation with Robert Cialdini, Author of "Pre-Suasion, A Revolutionary Way To Influence And Persuade"
Tue, Apr 4, 2017 — At our recent National Meeting, Chief Outsiders hosted a dynamic Skype conversation with Dr. Robert Cialdini on his latest book Pre-Suasion, A Revolutionary Way To Influence And Persuade. The discussion not only further clarified not only Cialdini’s Pre-Suasion principles, but also provided insight into their applications to our clients’ and our specific business as well.
Managing the Uncertainty in New Markets
Mon, Apr 3, 2017 — In my last post I addressed the challenges companies face when considering entering new markets. I called these the “white spaces”. The challenge is assessing the value in entering those markets without consuming excessive resources. It’s about exploiting opportunities, but not over-spending and taking on too much risk at the start.
Business Strategy, Digital Strategy, and "The Road Not Taken" by Robert Frost
Thu, Mar 16, 2017 — Many of you probably read Robert Frost’s “The Road Not Taken” somewhere in your educational career. It’s a short poem of four stanzas and 20 lines total. For a poem so brief, it’s surprising that Frost’s famous work is so powerful yet often misinterpreted. If you can’t recall the poem, or want to read one commentary, you can do a refresh here.
How to Build Your Marketing Team for Growth
Tue, Mar 7, 2017 — A marketing organizational roadmap for B2B venture CEOs After slogging through the early startup phase and acquiring the first handful of customers through relationships, sheer selling tenacity and perseverance, many founding CEOs at B2B ventures ask me: “To scale my company, I know I need a marketing team. But I don’t know where to start and what path to follow. Can you help?”
Are You Really Ready for Mobile?
Thu, Mar 2, 2017 — Let’s start with one important question. Which of the following is critical to effectively using mobile technologies to build your business and accelerate your revenues? (a) The commercial readiness of the technologies employed (b) Aligning mobile strategies with your business strategy (c) Having a plan which understands and prioritizes mobile deployment across customers, partners, and employees (d) Your internal business readiness to deploy and support mobile technologies (e) Developing a plan with goals, milestones, investments and returns, and key success metrics (f) All of the above.
How to Build a Winning Healthcare Digital Marketing Team
Sun, Feb 26, 2017 — The Expanding Role of Digital Healthcare Marketing - The role of digital marketing as a key factor in achieving growth at community health plans continues to expand. However, having employed a traditional approach for decades, your health plan marketing organization may lag in the adoption of digital marketing methods and best practices. Your marketing ROI may even be slipping or is not accurately measured. A recent ACHP (Alliance of Community Health Plans) survey shows that most health plan organizations consider digital marketing mediums to be more effective than traditional print and broadcast communications. Increased competition and the shifting consumer-to-patient journey amplify the urgency of adopting digital methods. In addition, the need to more closely track the effectiveness of tactics and improve ROI amid pressures to reduce spending, mean that it’s time to enhance and refine your digital healthcare marketing efforts.
Grow From Within: Three Ways to Enlarge Your Slice of the Pie
Sat, Feb 25, 2017 — Psst. I have a secret. I’m talking to you, CEO. While your counterparts are handwringing about how to grow their business by earning more customers, or by stealing more customers from their competition, you and I are going to have a Zen moment.