What is the difference between a successful marketing campaign and an unsuccessful one? Yes, ROI is certainly the standard answer, but it is also completely insufficient. A single marketing campaign is not very different than...
Where do you spend your organization's budget? Should it be on communications, or on training? Should it be on infrastructure, or on people? Inside the organization, or to partners? While these may all be good...
If you are ahead of the curve in your digital strategy, you know there is no magic bullet: your days are spent making minor changes to improve SEO, more minor changes to improve on-page conversion,...
Did this out-of-place headline really capture your attention? If you are a frequent reader of my material, you probably recognize that this is not the type of headline that you will usually find. I've written...
Nowadays, a white paper can be just about anything. In the olden days of the 1980s, it typically meant a definitive exploration of a specific topic, often 20 pages or more. The author (and their...
Is there clarity on their role as your coach? (eg poor fit) Sadly, the term “coach” can mean many different things, so what kind of coaching does a particular coach provide? Is it accountability, reflecting...
Just perhaps, the driver should be the client. Or at least, the client should not be ignored, which is where journey mapping comes in. To get started, here are eleven journey mapping questions that play...
It's terribly disappointing, especially since the cost of putting together the proposal, prepping the pitch—let alone the cost of prospecting and pre-sales activities—is huge. So what to do? One alternative is to pretend that the...
Imagine yourself to be Henry Ford in 1908, watching the first batch of Model T cars leaving the assembly line. What would you be thinking about? Henry Ford might have considered the impact of his...
Whenever there is growth, most businesses will “bulk up”: build future capacity, experiment with potential new business opportunities, and add overheads. But when there is economic uncertainty, recession, or a shaky economic outlook, slimming down...