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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:
What Giraffes can Teach You about Building a Strategic Growth Plan
Thu, Jul 23, 2015 — A funny thing happened as animal beings evolved over the past several billion years – one such beast was bestowed with the ability to get a bird’s eye view of all it surveyed – while staying firmly planted on the ground. The giraffe can grow up to 18 feet high, with nearly half of that height accounted for with a neck and head. The giraffe, rightfully so, is often chosen symbolize taking in the big picture, communication and gracefulness. This, my friends, is why you will understand when I say you need to roadmap like a GIRAFFE – visualizing your organization from a broad view before fabricating the details of its long-term strategic direction.
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.
Your 2020 Vision Is Now A Five-Year Plan
Wed, Jun 24, 2015 — For those who have been disciples of futurist Arthur C. Clarke, it’s quaint to look back at his prescient interviews of a half-century ago, and try to imagine how he could possibly pinpoint conventions like the internet, instant messaging and even the way we as a society would interact. Even just two decades ago, the year 2020 still seemed a destination so distant, that it was difficult for many to bring into focus a realistic vision of what it could be. But author John Kotter, in his 1996 book, Leading Change, said, “The rate of change is not going to slow down anytime soon. If anything, competition in most industries will probably speed up even more in the next few decades."
Did you test your landing page before you took off?
Sat, Jun 6, 2015 — If more than 50% of your new visitors land on your homepage, you might have a problem… When people “walk in the door” of your website, what are you serving them? Have you thought about your first impression beyond the colors and design of your website?
3 Ways to Justify a Chief Marketing Officer
Thu, Jun 4, 2015 — I frequently talk to chief executives about the value of a focused, well-reasoned strategic marketing plan. Invariably, during these discussions, I’m hit with the big question: “But how can we measure the ROI of our marketing efforts?” It's THE question that makes many marketers shudder, because, let's face it, what they're really asking is "can you please justify your existence, your budget, and your future with this organization?"