Business Growth Strategies For CEOs: Top CMOs On Marketing Strategy Implementations

Shaping a High Performing Culture is a Top-Down Commitment

Co-Authored by Marc Umscheid, CMO, Chief Outsiders and Kristin Anderson, Partner, LeadQuest Consulting

In our previous blog, we established the importance of corporate culture in the paradigm of business success. Commit to it, and reap myriad rewards, including better hires, more efficient business practices – and more revenue.

But, allow your culture to become toxic, and you place more at risk than just caustic commentary at the water cooler. Like any living, breathing organism, toxicity can infect the corporate ecosystem as well – and the responsibility to ensure a healthy, positive environment starts at the top!

Reeling In Recurring Revenue: Three Steps to Sustained Success

Thu, Jul 18, 2019 — A fisherman, as a rule, has to work pretty hard to bring home the catch of the day—hours of grueling effort, in pitching seas, to struggle to reel in one tuna at a time. Imagine, however, a utopian upgrade to this model—simply navigating to the “hot spot,” and sitting back with a frosty beverage while the fish jump, willingly, into the boat. If you run a recurring revenue stream business, you get to inhabit this magical place—a customer signs up, and they keep paying you, month over month. But, simply having a recurring revenue stream does equate to perpetual hockey stick revenue growth—and I played hockey! There are a number of things that can cause your recurring revenue model to “flounder,” affecting your revenue and margin growth. In this blog series, we’ll look at the three issues facing recurring revenue businesses—churn, balancing acquisition and retention and creating a retention program. It is my hope that, by the end of this series, you will secure your recurring revenue enterprise against the sharks that could bring it down—and that’s no “Big Fish” story!

What CEOs Should Look for in a B2B Manufacturing CMO: Part 3

Thu, Apr 25, 2019 — In Part 1 and Part 2, we examined the importance of understanding the buying process and the role of emotion in B2B marketing. We concluded that you’ll want to hire someone who is not just familiar with your industry, channels and channel partners—but someone who’s truly interested in your customers, their pains and buying processes. They must understand what each buyer is trying to achieve, not just what they’re trying to buy. Now, let’s look at some examples and consider the value of going beyond traditional sales support and investing in marketing for growth.

What CEOs Should Look for in a B2B Manufacturing CMO: Part 2

Thu, Apr 11, 2019 — In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies. Appealing to Emotions Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision. They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?”

Growth Insights for CEOs

Part Two: How Does Employee Engagement Win the Growth Game?

Shaping a High Performing Culture is a Top-Down Commitment

Recent Posts

Reeling In Recurring Revenue: Three Steps to Sustained Success

What CEOs Should Look for in a B2B Manufacturing CMO: Part 3

What CEOs Should Look for in a B2B Manufacturing CMO: Part 2

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What CEOs Should Look for in a B2B Manufacturing CMO

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