Make It Happen
My Tipsheets are chock full of ideas. They are all aimed at translating knowledge into a quick, action-oriented 60-second nugget.

First Name:
Last Name:
Tipsheet Archive
Randall's Resources
Whenever I speak or write, I often prepare extra "bonus" materials.
Enter the Resource Code to access this special content:
Resource Code:
Try this example Resource Code: eventplanning

Integrated Marketing

Very often marketers look to the logo, web, advertising campaigns, and earned media to execute a brand strategy.  But how might they look internally to do the same?  Or rather, where might they look internally to do the same?

One of the most important systems within an organization is the intranet.  While the external website is usually driven by marketing, the intranet is usually driven by the IT group.  And while many IT groups have refocused into a responsive client-service model, the brand and marketing aspects of the Intranet are not usually job one.  (Brand and marketing are reasonably trumped by security, privacy, functionality,  infrastructure, support, and uptime.)

One way of building a powerful intranet is to use our Intranet Maturity Model.  At each level, there is a certain purpose, but there is also a unique dimension of brand and marketing that can become activated:

Level One – Archive:  At this level, the Intranet functions as an archive:  an online version of a departmental policy book married to current organizational news.  There may also be basic legacy system access, or basic functionality.  The better Level One intranets are organized by target users’ needs, not by publishing department.  If people want to learn about marketing or brand – or see it via a common visual identity, a Level One site delivers.

Level Two – Process re-engineering:  At this level, the organization has used tools (such as Journey Mapping) to examine existing internal processes.  These processes are then improved and rebuilt, with the intranet exposing the data and functionality.  Information is collected, processed, and disseminated more effectively, improving the ability to execute the brand promise.

Level Three – Collaboration:  At this level, the Intranet isn’t just used as a data store or a tool to accomplish a task.  The intranet uses real-time “internal” social media to improve collaboration between people.  To start, it can be as simple as having the ability to comment on a page or “like” it.  A fully implemented Level Three intranet provides strategic competitive advantage.  Tools make it possible, but people make it happen.

This week’s action plan:  How well does your existing intranet do the job at each level of the maturity model?  And before you spend significantly on Level Three, are you sure that the foundation (Level One and Two) is sound?

Marketing Insight:  A Level Four Intranet extends collaboration through an Extranet and out from the organization to each key stakeholder group.   Instead of a centralized control, one-to-many model, a Level Four Intranet recognizes the many-to-many relationships that truly differentiate an engaged organization.  And that those relationships are not just inside, but reach out.  (And at the same time, that there is also an important role for the public social media sites.)

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

Randall Craig

@RandallCraig (follow me)  Professional credentials site Web strategy, technology, and development  Interviews with the nation’s thought-leaders



“The Internet wants to be free”: has been the internet anthem for decades. It has been sung by the academic world in the spirit of sharing knowledge, in the anti-spirit of corporate greed by anarchists, and by the “inbound marketing” crowd as a magnet to attract prospective clients. But at some point, intellectual property (IP) cannot be free: it has value in and of itself. And it costs money to develop.

Monetizing intellectual property (IP) can be done in a number of ways, including consulting, coaching, speaking (keynotes, workshops, webinars), books, CDs, DVDs and “programs”, implementation services, and selling related collateral (toolkits, posters, memory aids)

One of the most powerful – but also the least understood – ways to monetize IP is by selling it online. Not as a download, but as online learning. As there are so many different ways of doing this, choosing the right model and platform is critical.

There are two main types of platforms that are available:

  1. Learning Management Systems (LMS): These had their start from the online training/elearning world of decades ago, where a “class” went through a computer-based lesson. This usually consisted of a series of screens, often with cheesy animations, a test at the end, with a classroom management and tracking dashboard for the administrator. These systems have “made the leap” to the cloud, and now can handle individual learners, not just groups. The LMS is likely “SCORM-compliant”, which means that the learning structure can be exported from one system and imported into another. LMS-based systems work best for sequentially-based learning that requires an evaluative component. LMS is typically sold using a “course” model.
  2. Membership Sites: This model works best when the user (the learner) may require access to any particular piece of learning, at any particular point in time. The learning content is structured for just-in-time learning, and usually does not include an evaluative component. Membership sites got their start from the web where users might consume some learning for free, more learning upon registration (“freemium”) and even more learning for a monthly fee. An example of this is

Implementing either of these models can be done in one of three ways:

  1. Do it yourself: This approach wires together WordPress (that holds the content), a membership plug-in (that controls access) and a database/ecommerce system. The benefit is complete flexibility in design and 100% of all revenue is yours.
  2. Pre-packaged software: This approach rents software to you for your exclusive use; the software does it all, but often is not a perfect fit – and often with little flexibility.
  3. Shared Platform: A shared platform hosts your content along with many others’ content. There may be a monthly cost of hosting, as well as a revenue split for any content that is purchased. The key benefit is the “network-effect”: the more content that is on the system the more it becomes the destination for potential learners. The con (beyond the cost and the reduced revenue) is that the ultimate control of the platform is with another organization…whose goals may (at some point) diverge from your own.

Choosing an approach: An argument can be made for each model, but the “best” depends on your goals:

  • Looking for the cheapest? Look at shared platforms or pre-packaged software;
  • Looking for complete control? Look at Do it yourself;
  • Looking to share marketing (and clients) with others? Look at Shared Platforms;
  • Looking at Selling beyond the IP? Look at Do it yourself or LMS;
  • Looking to certify people? Look at an LMS.

Finally, there are many different business models – here are some of the more popular:

  • All-you-can-eat buffet: A set monthly subscription fee that covers 100% of all content.
  • Tiered access:  Each tier (eg Bronze/Silver/Gold) pays a different monthly rate, and gets access to different levels of content.
  • Timed release access:  For a monthly fee, more content gets unlocked as time goes by; this provides an incentive to stay, and rewards longer-term members.
  • Course fees:  For a set fee, a user gets access to a single “course”
  • A la Carte fees:  Users can preview any content, but to access it completely requires a purchase.
  • Certification fee:  Users get access to all of the content for free, but must pay a fee to take a test to be certified.
  • Indirect fees:  This model does not charge for access directly, but builds it into the cost of a related service, such as consulting, coaching, or speaking.

Of course, it is possible to use several of these models at the same time: provide All-you-can-eat buffet access, but also sell a la carte.  Host the content within your own membership site, while also selling it through a shared platform.  The key determinant of what/when/how?  How well the plan supports your organization’s overall strategy.

This Week’s action plan: Inventory your IP, and put a line in the sand: what should be free, and what should be sold. Then start asking some questions: is there any group within your organization thinking about membership sites and Learning Management Systems, as part of your marketing strategy? If the answer is “no one”, this week find someone who is.

Interesting in being a Beta Tester? The third version of our membership site – the Ideatrust Digital Knowledge Vault – will soon be released. We’re looking for a small number of “friends” who will put the system through its paces and provide feedback. As a thank you, we will provide 12 months access at no cost.

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

Randall Craig

@RandallCraig (follow me)
:  Professional credentials site
.com: Web strategy, technology, and development
:  Interviews with the nation’s thought-leaders