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Aurora Toth
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Recent Posts
From Loyalty Programs to Leadership: What 20 Years in CRM Taught Me About Organizational Growth
Loyalty programs taught many of us how to turn casual buyers into raving fans. My 20 years in CRM and loyalty for brands like Marriott, Amazon, and American Express—and leading a $3B customer platform—taught me something bigger: The same system that keeps customers coming back also keeps your best people from leaving. When growth stalls, most CEOs reach for the usual levers: more demand gen, more recruiting, more channels.
Focusing Your Sales Force During an Economic Downturn
Thu, Oct 1, 2020 — By Aurora Toth and Ann Anderson During times of business volatility, companies are forced to make quick decisions about how to deploy their resources – financial and human. While we acknowledge that Sales is an expensive function within an organization – it is a critical one. Times of crisis provide an opportunity to look at how the salesforce is deployed, where it creates the largest impact, areas you may be missing and how to either refine or completely redesign Sales to achieve your business objectives. My colleague, Ann Anderson is the founder at Retail Partner Solutions. Ann has spent 25+ years partnering with America’s largest retailers such as Target, Walmart, Walgreens, Barnes & Noble, Sam’s Club, Costco and more to help CPG brands thrive in-store and on store shelves.
Supply Chain Savvy
Fri, Sep 18, 2020 — How CEOs of mid-size companies should think about their supply chains during any crisis As CEOs grapple with managing through the current economic volatility wrought by COVID-19, another area we dive into in this series of articles is supply chain management. My collaborator on this subject is Juli Lassow of JHL Solutions who spent her career at Target, Inc. in Merchandising and Global Sourcing roles. Juli now helps companies plan and navigate the intricacies of a modern supply chain and adjust strategy during times of change.
No Stakeholder Left Behind: A Quick Communication Guide for CEOs of Mid-Sized Companies to Use Now
Thu, Aug 27, 2020 — During any crisis, communication from a CEO drives perception of the company and serves as a source of guidance for multiple stakeholder groups. Done well, the content and delivery may impact how quickly an organization emerges. With the global pandemic an ongoing reality, and the added impact of a volatile economy, it’s a crucial time to think about the audiences who need to hear from you as conditions continue to evolve, as well as how and when you’ll communicate with them to achieve your desired outcome.
Top 5 Actions to Positively Impact Financials that CEOs of Mid-Sized Companies Can Do Now
Thu, Aug 20, 2020 — Co-Authored by Aurora Toth, CMO, Chief Outsiders and John Morris, Partner, B2B CFO We are well past the initial shock that first accompanied the onset of COVID-19, and the ensuing economic downturn. At this point, many CEOs realize that coping strategies need to evolve. So how does a company move forward without increasing financial risk while focusing on future growth? My colleague, John Morris, a Twin Cities-based Fractional CFO with B2BCFO and I recently talked about how we are counseling our clients on this key topic, particularly in light of the still-uncertain future. John offered up five immediate actions CEOs of mid-sized companies should be taking to ensure their companies are set up for financial success.