The best way for a mature business to increase the sales of its products or services is to generate demand, not just leads. In the past, sales tactics would be used to generate numerous warm leads that demonstrate some level of interest, and then have the sales team follow up on them and try to convert as many as possible.…
A Chief Marketing Officer is someone who has deep marketing knowledge and is an experienced leader who knows how to get things done. The CMO is responsible for developing the strategy for product development, pricing, advertising and branding, customer outreach, and establishing key performance indicators (KPIs) that drive business decisions for revenue and growth. How would you know if you…
Pricing products or services to grow your company and maximize profit is one of the most difficult aspects of operating a business. It’s also one of the most important factors in the overall success of your company. Value-based pricing is not always an appropriate strategy, but when it can be used it is a great option for optimizing growth. Is…
Business Storytelling is using a story structure for the purpose of internal and external communication, collaboration and marketing. It can be used to persuade peers, to sell to clients, to develop new marketing narratives, and even to reposition your company relative to the competition. When you use a business story, you can communicate your value in a way that makes…
If you're like most business leaders I meet, you have probably used some form of technology in your marketing efforts. In most cases, I hear about email and Customer Relationship Management (CRM) apps the businesses are using. And typically, the no-cost version of a tool is the one people will start with, and sometimes continue using even though they're not…
If you don’t already have one, you should consider creating a pricing policy. Without one, your profitability can become subject to inconsistent pricing, and you may even risk going out of business. A pricing policy helps you ensure that your company is making a profit, not just generating sales and revenue. A formal pricing policy helps you grow your business…