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8 must-reads on growth: best of the year

by Randall Craig on January 8, 2016

Filed in: Blog, Make It Happen Tipsheet, Marketing, Sales

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Benjamin Franklin said that there were only two things certain in life: death and taxes.  But at the end of the year if you watch TV news, read magazines, or read a newspaper, you know that there is also a third certainty: the end-of-year retrospective.  In the case of the Make It Happen Tipsheet, a retrospective is less useful than answering this question: of the 52 Tipsheets this past year, which ones could make the biggest difference?

The following 2015 must-reads all focus on growth:

  1. Building Your Marketing Stack: An alternative approach to campaign-thinking.
  2. Unpacking Relationship Marketing:   Reviews the 4 Rs: Recruitment, Retention, Referral, and Recovery.
  3. Nurture Marketing: No or “Not Yet”:  Most marketers think only in terms of websites, social media, or broadcast emails.  This Tipsheet explores Nurture Marketing – a key component of marketing automation.
  4. Big Data and Lead Scores: Explores the concept of Lead Scoring to surface changes in engagement.
  5. Building Downstream Capacity:  How to empower stakeholders “downstream”, so they can more effectively share your message.
  6. Monetizing IP: Online Learning:  Monetizing your organization’s intellectual property (or at least exposing its value) is far easier now than just a few years ago.  This tipsheet demystifies the how.
  7. Insight: How not to sell:  Six insights on how organizations shoot themselves in the foot when it comes to making the sale.
  8. Marketing Beyond Commitment with the Relationship Chain (bonus from 2014):  Explores how to grow a relationship after the initial sale.

This week’s action plan:  Yes, do read these short articles, but successful growth is usually a team sport.  This week, share this Tipsheet – or the most relevant links – with your team.

Trivia tidbit:  The Benjamin Franklin quote is very similar to one by author Christopher Bullock in the Cobler of Preston (1716), who said “Tis impossible to be sure of any thing but Death and Taxes”.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)
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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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