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The Chief Outsider
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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.
The SaaS Marketing Playbook, Part 3 | The SaaS Metrics That Matter
Thu, May 20, 2021 — Are your marketing activities generating a thimbleful of leads, or are they gushing MQLs like a firehose? And, can you directly attribute revenues to specific marketing strategies, or are you just casting proverbial darts at the proverbial dartboard? In my years as a marketing leader, I’ve heard C-suite executives bemoan the efficacy of their marketing activities – based on nothing but gut feel. They alleged that marketing is a black box, or that you cannot effectively measure the effectiveness of your activities.
Why Innovate? How SMB Product Companies Grow
Fri, May 14, 2021 — Blog 1:Introduction to What it Takes to Innovate By Ahmet Abaci and Beth Somplatsky-Martori Sometimes, there’s a razor-thin margin between success and failure. In the world of shaving, this is more than a figurative statement. Just ask the folks at Gillette, which dominated the $3.5 billion market for razors and accessories for more than a century. At Gillette, innovation mostly consisted of adding the occasional blade to its disposable cartridges, but there was little incentive to otherwise rock the boat of its delightful recurring-revenue model (after all, hair continues to grow, whether we want it to or not).
Are Fractional CMOs Only Good for Strategy?
Wed, Apr 7, 2021 — The short answer is no. Fractional CMOs, especially the CMOs at Chief Outsiders, are battle-tested veterans who not only were the heads of marketing for 2+ firms, but we all moved up through the ranks earlier in our careers, mainly doing execution. We do strategy and execution when the client needs it. In general, we get things done!
The SaaS Marketing Playbook, Part 2 | Demand Generation Like a Boss
Thu, Apr 1, 2021 — Have you ever tried fishing without a hook? Needless to say, this very peaceful outing will quickly turn frustrating without a way to bait your line to reel them in. Some would argue that if you were just going to watch the fish swim by, you might have had a better time at an aquarium! Consider this parable within your company – you may have a fantastic brand, and a good sense of what you think makes you unique, but without a way to grab the attention of the consumers swimming by, you might in fact go hungry.
The SaaS Marketing Playbook Part 1 | Positioning: Finding Your Purple Cow in the Herd
Mon, Feb 22, 2021 — Most marketers may not think they have anything in common with cattle ranchers, but it requires a trip to the Old West to fully understand the history of branding – a term which has significance for both. The National Cowboy Museum explains that branding, in the old days, “provided a way for ranchers to stake their claim on cattle and other livestock, while deterring theft from rustlers.”
Consumers Want Control of their Healthcare Creating Exceptional Growth for In-Home Diagnostics
Wed, Feb 17, 2021 — The in-home testing market that largely began with pregnancy tests back in the 70’s has been exploding for several years. New tests for health conditions we would have never imagined now serve as tools to empower consumers. Thus, companies that position products to leverage the in-home diagnostics boom drive revenue growth while improving consumer health.
Best Practice Process (Stage/Gate) for Successful and Profitable Innovations
Fri, Dec 18, 2020 — As we know with most business activities, a well-defined process is often critical to keep your project on track. But equally important is to have specific targets that must be reviewed and approved before continued investment of people and money can continue. Given the complexity of innovation and new product development, and the high levels of new product failure for most industries, these initiatives carry a greater need for a rigorous process.
The Importance of Innovation for Sustainable Growth and Profitability
Thu, Dec 3, 2020 — The initial success of many small to mid-sized companies comes from an innovative product or service they developed. Passionately designed, promoted, and differentiated from competitors, it resonated with their customers. However, despite this early excitement and success, many companies fail to maintain a focus on innovation. Markets, customer needs, and technology are constantly changing. Those that recognize this and respond will drive growth and ensure a sustainable business for years to come.
More Returns = More Sales? Amazing!
Thu, Nov 5, 2020 — How do you decide who your “favorite” online merchants are? With online ordering going through the roof, online brands and sellers have been focused on the best customer experience. They have focused on the “front end” – an easy to use web site, wide selection of items, and fast delivery, maybe even one or two days.