The benefit of evergreen content is clear: invest once, and it continues to pay dividends, over and over. It can appear in your blog, in a video, as an add-on to an email, as an appendix to a proposal, and in many other places. And because it is timeless, it [More]
So two tough questions for those who think that the job is done once it is set up: Is the implementation of a dashboard also the end of thoughtful analytics? Is it the beginning of the worst kind of management complacency? Consider the arguments: When the dashboard is developed, decisions [More]
Strategic elements An up-to-date strategic plan, that has been informed by the possibilities of transformation. Board and leadership using the same digital vocabulary and models. A review of the possibility of providing web-based shared service capability for peers, downstream, and upstream partners. (eg. "business ecosystem" thinking) A review of the [More]
Nothing is more frustrating than emails that are not delivered. Unfortunately, the cat-and-mouse game between spammers and the spam filterers has taken on a completely new level. Legitimate double opted-in communications are prevented from reaching their recipients, all in the service of preventing an ever-growing deluge of spam. So what [More]
More often than not, it's the former, and for some very practical reasons. FAQs are a cheap way to improve customer service, reduce the cost of customer service infrastructure, and build a self-service mindset. Unfortunately, if looked at through this lens, the opportunity to use FAQs for marketing and sales [More]
Why is that, and what can you do about it? Building a business lives at the intersection of "You asking" and "Their needing." It doesn't live at the intersection of "I'm an expert" and "I'll just wait around". There are actually five key obstacles that prevent experts from monetizing their [More]
Are you in sales, or are you in education? Yes, if you're reading this you may think that you are in neither. You may identify yourself as a lawyer, consultant, accountant, CEO, entrepreneur, financial advisor, or a million other "jobs". But you are absolutely in sales – even if you [More]
Where does disruption come from? Here are eight specific places: Clients who decide to bring it in-house… Clients who decide to productize their process… Suppliers who go Direct-to-Consumer (eg "Disintermediation") Software service providers... Out-of-geography provider… Lower cost substitute products... New intellectual property (obsolescence or new innovation)... LinkedIn and Social Media [More]
One of the most powerful ways to exceed a client's expectations is to be more careful about setting them. Yes, the marketing and business development process is an important part of this, but the key goal at this stage in the process is really to get the client in the [More]
Consider these 15 different "mistakes". While some may seem like common sense, too often, the details are either glossed over by over-enthusiastic salespeople or over-eager consultants. No plan: investments are made in a disconnected, usually suboptimal fashion. It is very hard to align strategy with a "let's do it organically" [More]
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