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Outsider Insights | You Can't Measure AI ROI If You Can't Measure Marketing ROI
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.
The New "Growth Kid" on the Block: Introducing Horizon (Zero)
Wed, Apr 11, 2018 — Since the introduction of Horizon Growth planning in the late 1990’s, businesses which have successfully understood and adopted this multi-year approach to generation of new revenue and profit streams have realized the benefits of forward planning. Horizon Growth planning was introduced in 1999 in a book titled The Alchemy of Growth: Practical Insights for Building the Enduring Enterprise by several McKinsey associates (Baghai, Coley, White). If you want to read a Cliff Notes version of Horizon Growth planning from the author, you can read excerpts here.
How CEOs can Leverage Multiple Best Practices: Integrating Horizon Growth Planning with EOS/Traction
Fri, Mar 16, 2018 — What happens when you combine two best practices? Do you get best practices on steroids? Are two best practices always better than one? Is there a chance that they conflict with each other? Can they be used in a complementary manner to accelerate your business’ growth and performance?
5 Ways Customer Experience can Influence Sales Growth [Infographic]
Fri, Feb 23, 2018 — According to Accenture, the business costs of poor customer experiences can be as much as $1.6 Trillion from U.S. consumers who switch their service to a different brand or service provider. However, CEOs and companies who demonstrate a continuous pursuit of excellence in customer experience reap not only long-term customer loyalty, but also positively impact revenue growth. Tony Hsieh, CEO of Zappos, enjoys sharing the story in his bestselling book [Delivering Happiness: A Path to Profits, Passion and Purpose] about a client of his who wanted pizza late at night even though hotel room service was closed. Hsieh challenged his client to call Zappos customer service for his order even though it’s a fashion retailer – and, thanks to his customer service staff, pizza was delivered at 2AM.
Get in “Gear”: How a Market Focus Can Propel Your Company Forward in 2018
Fri, Jan 5, 2018 — For CEOs reading this blog, you are undoubtedly working to emerge from a bit of holiday malaise in your enterprise. Though you would love to enjoy peace on earth and spreading good will to all mankind, you still have a business to run – and 2018’s benchmarks, objectives and targets will be here before you know it.
Do I Need a Chief Growth Officer? Five Questions to Ask Your Top Marketer in 2018
Wed, Jan 3, 2018 — Back when my hair was long, and my taste in music was more eclectic, I was a huge fan of the musician Neil Young. Among the great albums he issued was one called “Rust Never Sleeps” – introduced at a time when newer artists threatened his relevance.
Is The “VP of Sales and Marketing” Role Becoming “Mission Impossible?"
Thu, Oct 26, 2017 — Here’s to those of you who currently have that title and are performing effectively in a “Vice President, Sales and Marketing” role today! If you are confident, balanced and managing both roles effectively at the same time, you are unique. I think, though, that this combined role will become less common in the future. Here’s what is driving my thinking. I’ve been in a VP Sales and Marketing role in three companies. Most recently, I served in an interim VP Sales role added to an interim VP Marketing role for a client which had an unplanned executive opening. After five months of trying to perform both roles productively and with balance, I have greater empathy for those who have that title and who actually can do both concurrently.
What’s Driving Double-Digit Growth in SMBs?
Wed, Oct 11, 2017 — Latest Vistage Research Provides Important New Insight to Growth If you’re like most companies we’re working with, you’re experiencing growth this year. After all, the economic and business climate is quite conducive to growth – low cost of capital and a stable labor market are certainly contributing. But what about the companies that are getting more than their fair share of growth? What are they doing? Vistage Worldwide just published insightful research that explores the decisions high-growth company leaders are making that set them apart from their peers. This study of over 1,300 CEOs and business owners identifies key factors that clearly distinguish between higher (double-digit growth) and lower growth companies. Ready to see the specifics?
Three Common Mistakes that Prevent Growth
Wed, Oct 4, 2017 — All too often I speak with CEOs who are frustrated by their company’s lack of growth. They know they offer a needed product or service, and they know that they’re using all the tools they should to drive growth. But it doesn’t come. Oftentimes the secret is right in front of us. We just need to pay more attention. If you aren’t growing as fast as you think you should, ask yourself these three questions.
Are You A “Level 5” Leader? How Cool Confidence Can Foster Sales Success
Fri, Aug 25, 2017 — On a recent sojourn, I had time between flights, so I joined the throngs of fellow travelers who had taken up residence in one of those oversized rocking chairs. As I sat working – and rocking – I observed the airport’s massive food court, which featured an amalgam of fast casual and upscale restaurants. One of the restaurants, in particular, seemed to have the magic formula to attracting throngs of hungry travelers – despite the fact that it was a well-known fast casual concept with thousands of units around the world. Though it was abuzz with activity, the employees were doing a great job of keeping up with the pace. Napkins were perfectly lined up; the counter was spotless; and the employees genuinely were smiling. Everything seemed tidy and welcoming. When customers approached, they received a greeting that far exceeded the expected for such an establishment. Even from a distance, you could see the employees smiling, the customers smiling, exchanging a few pleasantries, wishing each other to have a great day.