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…
In larger organizations, a Chief Marketing Officer (CMO) plays a crucial role in helping the company scale and grow intelligently. The CMO is an executive level leader who contributes to the strategic planning and implementation of programs designed to help your company grow. Why does your company need a Chief Marketing Officer? Most smaller companies work with a marketing agency…
Many hours of effort, and even more money, goes into efforts to come up with the “perfect elevator pitch” or tagline. Everyone in business wants to be memorable. After all, that’s how prospects remember you when they need what you offer, right? What if I told you that is wrong? What if I told you that prospects are not remembering…
Productization is the process of taking a skill or service that has been used internally and developing it into a standard, fully-tested, packaged, and marketed product. It results in a cohesive, repeatable offering or set of offerings that solve a business problem for your customers. The offerings can be created to accommodate a degree of customization to make them even…
Peter Drucker once said that “The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic.” Drucker could not possibly have envisioned the turbulence we are experiencing today, yet his words are very applicable. If you have not started to strategically examine and realign your marketing, you might want to do so now.…
Many smaller companies developed their offerings when the company first opened. But they don’t always revisit their products on a routine basis, and they are not necessarily as engaged in product improvement as they need to be. In the competitive markets we find ourselves in today, it’s important to keep pace with shifts in the market and changes that may…
Artificial intelligence has revolutionized the way businesses operate, and it has already become an essential part of the marketing industry. One specific form of AI that is gaining popularity in marketing is generative AI. Generative AI is a type of AI that creates new content by analyzing existing data. In marketing, this can be used to create customized content for…
As a small business owner, you have limited time, and you need as much of that time as possible to grow and improve your business. But you also have limited financial resources, which you need to use wisely, so hiring staff may not be possible. Many small business owners try to keep their expenses in check by taking a “Do…
Everybody talks about finding your “Why” and how important it is when in your marketing efforts. People don’t just tell you how important it is to have one, they also typically go into a description of what your “Why” is – or is not. As you know, I’m sure, your “Why” is an expression of the impact you want to…
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…