.png?width=1500&height=398&name=CO_Corporate%20Logo%202021_4C_HOR_FNL-1%20(1).png)
The Chief Outsider
.svg)
Recent Posts
Outsider Insights | You Can't Measure AI ROI If You Can't Measure Marketing ROI
Outsider Insights
Across Chief Outsiders, we talk to hundreds of CEOs every month. In this series, we explore the trends and challenges we’re hearing from these discussions – and what you can do if you’re facing the same issues in your business.
What is Account-Based Marketing and Why CEOs Should Care
Wed, Nov 8, 2017 — If you are the CEO of a B2B company, you may have heard of the latest innovation in generating revenue: Account-Based Marketing (ABM). This article will explain the why’s and what’s of ABM so that you can ensure your company is driving the maximum results. Let’s face it: your leads probably suck. They suck either because there aren’t enough of them, or the quality is poor. Most likely it is both. Your sales team is always asking for more and better leads – and you are too.
Is The “VP of Sales and Marketing” Role Becoming “Mission Impossible?"
Thu, Oct 26, 2017 — Here’s to those of you who currently have that title and are performing effectively in a “Vice President, Sales and Marketing” role today! If you are confident, balanced and managing both roles effectively at the same time, you are unique. I think, though, that this combined role will become less common in the future. Here’s what is driving my thinking. I’ve been in a VP Sales and Marketing role in three companies. Most recently, I served in an interim VP Sales role added to an interim VP Marketing role for a client which had an unplanned executive opening. After five months of trying to perform both roles productively and with balance, I have greater empathy for those who have that title and who actually can do both concurrently.
7 Ways Not to Screw Up Your Value Proposition
Tue, Oct 10, 2017 — Value propositions are critical to the health and growth of your business. How critical you think they are may be colored by your personal experience. For me, a value proposition is a powerful summary of who you are and what you offer. It defines what is distinct and valuable for those prospects and customers that you want to reach.
Three Common Mistakes that Prevent Growth
Wed, Oct 4, 2017 — All too often I speak with CEOs who are frustrated by their company’s lack of growth. They know they offer a needed product or service, and they know that they’re using all the tools they should to drive growth. But it doesn’t come. Oftentimes the secret is right in front of us. We just need to pay more attention. If you aren’t growing as fast as you think you should, ask yourself these three questions.
Are You a “Disruptor” in Your Market? Three Questions to Ask Right Now
Thu, Sep 14, 2017 — January 15, 2009, was a brisk, cold, winter day in New York City. Everyone in the “Big Apple” was going about their business as US Airways Flight 1549 lifted off from LaGuardia Airport Runway 4 at 3:24 p.m. on its way to Charlotte, NC. We all know the story of what happened next – the “Miracle on the Hudson,” with all souls on board rescued, despite a nearly impossible situation for the pilots.
Are You A “Level 5” Leader? How Cool Confidence Can Foster Sales Success
Fri, Aug 25, 2017 — On a recent sojourn, I had time between flights, so I joined the throngs of fellow travelers who had taken up residence in one of those oversized rocking chairs. As I sat working – and rocking – I observed the airport’s massive food court, which featured an amalgam of fast casual and upscale restaurants. One of the restaurants, in particular, seemed to have the magic formula to attracting throngs of hungry travelers – despite the fact that it was a well-known fast casual concept with thousands of units around the world. Though it was abuzz with activity, the employees were doing a great job of keeping up with the pace. Napkins were perfectly lined up; the counter was spotless; and the employees genuinely were smiling. Everything seemed tidy and welcoming. When customers approached, they received a greeting that far exceeded the expected for such an establishment. Even from a distance, you could see the employees smiling, the customers smiling, exchanging a few pleasantries, wishing each other to have a great day.
CEO Shares How He Grew His Stained Glass Business with the Help of His Peer Advisory Group
Thu, Aug 17, 2017 — Business increased by 300% since joining Vistage Chief Outsiders Fractional CMO, Neil Anderson, has a conversation with Vistage Member and CEO of Scottish Stained Glass, Martin Faith, about his experience with Vistage, an executive coaching organization that provides leadership training and business coaching to CEOs and Executives.
Profitable, Recurring Revenue Streams – Part 4
Tue, Aug 15, 2017 — Transitioning Your Business Model to Grow Your Business-as-a-Service More and more companies are realizing that transitioning their businesses to as-a-Service models is the answer to driving higher growth, more profitable, and stable revenue streams. Welcome to the fourth and final part of this series: In Part 1 of this series, you learned how to know if it's time to think about embracing an as-a-Service model In Part 2 we dove deeper into what an as-a-Service model is and discovered how ready your company is to transition to one In Part 3 we touched on how to define strategic goals, position, and create a go-to-market plan that is most relevant to an as-a-Service offering. If you haven’t read the previous parts, you might want to take a quick look before returning here. In this installment, we will discuss the key metrics to track and capabilities to nurture to ensure you execute this transition successfully – along with a few tips and tricks I have learned (often the hard way) over the years.
A Best Marketing Practice: Cultivating “Lead” Customer Relationships for Breakthrough Products and Services
Thu, Aug 3, 2017 — It’s been many years since I learned what a “lead” customer is and how to build lead customer relationships to build confidence and reduce risks of new product or service launches. The concept of a lead customer, or lead user, is probably one of the most beneficial best practices I’ve used in marketing and product management roles. Want to design and launch a breakthrough product? The lead customer approach is absolutely a winner. The lead user methodology was originally developed by Dr. Eric von Hippel of the Massachusetts Institute of Technology (MIT) and first described in the July 1986 issue of Management Science. You can read a revised version of the original article here.