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Outsider Insights | Beyond the Sale—Why CEOs Are Turning Attention to Retention and Expansion
Outsider Insights
Across Chief Outsiders, we talk to hundreds of CEOs every month. In this 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.
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.
Monologues Vs. Dialogues: Four Ways that High-Growth Companies Connect With Their Customers
Fri, Feb 24, 2017 — I’d like to introduce you to the first great marketing philosopher. Way back before Coke was teaching the world to sing, and, about the same time that the guy selling the round wheel cornered the market on transportation, a guy named Zeno of Citium was positing on the very important marketing attribute of listening.
When is Return on Learning (ROL) More Important than ROI?
Thu, Feb 16, 2017 — If you completed a class on finance and accounting, you are likely familiar with Return on Investment (ROI). Are you ready to take the pop quiz on how to calculate it? No? That’s OK, it’s not my objective here or to question your degree. What I do want to do is to highlight when to use ROI, and when an even more powerful concept, Return on Learning, or ROL, can be even more appropriate.
3…2…1… We Are “Go” for Product Launch
Wed, Feb 8, 2017 — Part 1 – Gathering Strategic Insights B2B product companies have to move quickly to innovate and release new offerings to remain viable and sustain growth. All too often, B2B companies rely too heavily on their sales channels to launch their products. Because we are always connected to the Internet, your sales prospects have access to a wealth of information making the traditional sales journey less relevant. Your marketing team now has a greater responsibility than ever in driving success of a new product launch.
CMOs: Your Days Are (Still) Numbered
Tue, Jan 31, 2017 — Chief Marketing Officer Tenure Drops from 48 to 44 Months High CMO turnover is a continuing trend in major US companies. While the average tenure has risen over the past decade (the average length of stay was a mere 23.6 months in 2004, compared with 48 months in 2014), a recent study released by Spencer Stuart indicates we may be approaching a down swing - last year's average CMO tenure clocked in at just 44 months (the first drop in a decade).
Crowd-Sourced Marketing Content: Uber-ization of the Creative Community
Mon, Jan 23, 2017 — Over the past decade, crowd-sourced marketing content has evolved from an unconventional approach for start-ups to become mainstream - particularly in Europe. Leading European brands, across a huge spectrum of industries, have been using crowd-sourced marketing content for digital production and visual design. More recently, North American firms are starting to see the benefits and it’s gaining acceptance.