Growth Insights for CEOs

Chapter 2: The Fundamental Don’ts of Modern Marketing Transformation

Posted by Craig Oldham

Most CEOs are action-oriented by nature—and get certain results from “just getting it done.” Once the strategic direction is set, they are often pulled into putting out the “tactical” fires. While putting out tactical fires may give you the feeling that you’re making progress, it’s far more important to set your organization up for success by creating a cohesive, growth-oriented business strategy and marketing plan. Transforming into a modern marketing organization involves building an approach based on not only where your company currently is, but where you want it to go. With this mindset, you will realize tangible results faster and more effectively.

Before you build a fully-fledged action plan, it’s critical to understand what not to do. Based on my work with a variety of B2B and B2C businesses who are looking to reenergize their growth, the six most important “don’ts” of marketing transformation are:

Read More

How Small- and Mid-sized Business (SMBs) Can Execute the “Virtuous Cycle” of Digital Growth

Posted by Mark Coronna

This is the final installment in our series. This article will emphasize effective adoption of best practices, offer a logical sequence to implementation, and discuss building organizational and program maturity. This article will help you understand how to achieve “digital growth champion” status.

This is also the last in a series of five articles focused on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits.  If you missed the first four articles, you can find them here:

Read More

Aligning Business Strategies and Digital Platforms to Drive Growth in Small- and Mid-Sized Businesses (SMBs)

Posted by Mark Coronna

This is the fourth in a series of articles focused on helping executives in small- and mid-sized businesses utilize digital technologies effectively to assist in accelerating revenues and profits.  If you missed the first three articles, you can find the first here, the second here, and the third here.

Three previous articles included an introduction to four major ways digital technologies can help your business and described a spectrum of technologies and a possible implementation roadmap, and associated digital proficiency with enhanced business performance.  We also looked at how business process needs and priorities should help guide your digital paths and how to organize your people for success.

We are ready to discuss the third step on the “USA” digital roadmap: “Implement New Platforms and Technology.”

Read More

Being Ferdinand Magellan: Four More Key Predictive Indicators for Forecasting Your Growth Trajectory

Posted by Paul Sparrow

Now that you’ve spent some time pondering the first four of my recommended key predictive indicators for forecasting your company’s growth and success, it’s time to look at the last four in the series – and prepare to lift the anchors. The next KPIs of utmost importance to nearly every B2B enterprise are the following:

5.  Average Sales Cycle

A command of your average sales cycle will keep your sales organization honest (and humble) – and will also provide you with more confidence in sensibly predicting new revenues. It’s also especially helpful to examine when it’s coupled with the Lead to Client Conversion Rate.

Measure every deal that goes into the sales pipeline and track how long it takes for each to close. Average the combined figure (# days to close) – and voila, you have your metric, and with it, a prudent expectation! It’s not a perfect science, but it establishes a KPI you really need.

You might be tempted to look at this in terms of products, services, and customer groups, and I would encourage you to do so. But first, start with the overarching metric—how long does it take my sales organization to close a deal?

Read More

Being Ferdinand Magellan: Four Key Predictive Indicators for Forecasting Your Growth Trajectory

Posted by Paul Sparrow

If you know the real story of the first man to successfully circumnavigate the earth, you know that Ferdinand Magellan died 16 months before his mission was completed. Despite his devastating death while in battle in the Philippines, his crew fearlessly sailed on without him – and completed his quest.

They succeeded because Captain Magellan took the time to put the right KPIs in place – and his leadership team was deeply involved in the management, course predictions, and execution of the mission. Since they knew the predictable trajectory and the foreseeable obstacles before them, they were confident in carrying on to the finish line without their leader.

As a CMO, I consider it my duty to provide navigable guidelines for those who are wondering what the best business growth metrics are for tracking, measurement, and forecasting. While Magellan’s guys didn’t exactly employ the same metrics as the ones I’m about to show you, it will be a good start in confidently sailing the challenging seas of your business marketplace.

Read More

Receive New Insights Automatically

Connect With Us

Popular Posts

The Growth Gearstm

Because the best run companies often have the hardest time growing. Check out our Amazon bestseller and download a FREE sample!

Book-Mockup_02-transp