News Article
Silos Are the Enemy
Silos are the enemy. Early in my marketing career, the consensus was that “marketing owns the message, sales owns the customer relationship.” There’s truth to that, but that distinction frequently leads to silos: marketing creates a message in a silo independent of sales. As a result, sales often comes up with a *different* message when […]
3 Ingredients for a Delicious Brisket (That Can Also Improve Your Sales and Marketing)
This past week I cooked three briskets for a community event. I’m a systems guy, so since I had 40+ pounds of delicious-smelling brisket and multiple days of cooking to ponder this, I came up with three keys to success: You need a process. Don’t wing it or make it up as you go. The […]
What Priorities Are Baked Into Your CRM?
What priorities are baked into your CRM? Usually, this comes down to who “owns” it. With very few exceptions, a CRM is primarily a sales and marketing tool (even if everyone else in the organization accesses it). For example, if IT owns your CRM, they’ll probably configure it according to IT priorities. You pay them […]
Marketing is a Sales Multiplier
Marketing is a sales multiplier. Understanding this is vital in evaluating your marketing initiatives and success metrics, especially for small to mid-size businesses. It’s vital for two reasons: 1. Sales without marketing is a lot harder.Sales owns the client relationships, and that’s where the money is. Marketing’s job is to facilitate that relationship and make […]
Credibility at Scale: The Importance of SEO
A good site that ranks well says you’re good at what you do. A bad site or one that ranks badly tells customers you’re not good at what you do. If you’re thinking “the two aren’t related,” you’d be correct. This is absolutely a case where correlation is not causation. Your website and how it […]