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The CEO Dashboard Should Show Direction, Not Just Activity
If your dashboard only tells you what happened, it’s reporting history. A CEO needs direction.
Steps Taken Aren’t the Same as Direction
I've spent a fair amount of time backpacking, and one thing becomes obvious when you've been walking for several hours: knowing how far you've walked isn't the same thing as knowing whether you're headed in the right direction.
Your watch can tell you that you've taken 22,000 steps.
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).
Overcoming the Limitations of Customer Surveys
Fri, May 7, 2021 — “Find out what your customers want… and don’t keep it from them.” -- Don Rice, Professor Emeritus, Texas A&M When deciding on the best moves to increase sales, finding out what customers want can be a valuable compass.
Growth Hacking vs. Growth Gears: Avoiding the Vanity Metrics Mirage
Thu, Apr 29, 2021 — Congratulations! You’ve hired a so-called “marketing expert,” trusted them with your digital properties, and learned today that you gained 1 million hits to your website last month. But, upon reflection, your cash drawer is not overflowing, and you’re certainly not feeling flush with success. It’s a sad reality – though many marketing agencies are well-meaning, there are some that can coax you into the fast-money trap. They promise shortcuts, big hits, and a load of sexy-sounding data that may look good on the surface – something I call vanity metrics, but not real business results.
The Entrepreneur’s Growth Playbook
Thu, Apr 22, 2021 — Blog 1: Are You a Pioneer or a Settler? Six Steps to a Better Business Model Written by: Paul Sparrow, Area Managing Partner & CMO, Chief Outsiders with Samuel Kniseley Ballesteros of The Advantage Solution and a Professional EOS Implementer Take a trip with us, if you will, back to Northern California in 1849. Word has spread across the land – there’s gold in them there hills, and we need to go find it. On just this pronouncement, and with not much more than hope and a promise, pioneers set forth to go find the gold – and with it, riches beyond their wildest imagination. You know the rest of the story – some of these folks went boom, most went bust, and the California Gold Rush became a literal flash in the pan.
Why HealthTech Startups Should Consider a Fractional Chief Marketing Officer
Thu, Apr 8, 2021 — Business opportunities in healthcare technology have never been more abundant. At the same time, the challenges of capturing market share in the complex healthcare marketplace are as daunting as ever. For young companies and startups looking to gain traction and generate revenue, a sound go-to-market strategy and demand generation plan are essential. For many resource-constrained companies, a fractional Chief Marketing Officer has proven to be the fastest, most cost-effective way to achieve their growth objectives.
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.
When Hiring a CMO, Ask These Three Crucial Questions
Thu, Mar 25, 2021 — A senior marketing executive can revolutionize a company’s growth, but choosing the right candidate requires asking three key questions to understand first what the company needs, and then if the candidate can deliver it. There are times when a Chief Marketing Officer might not feel like a necessity, especially for a middle market company that has managed to grow well without one. But what worked for years can falter: growth stalls, a competitor begins to dominate the market, or new investors arrive with a more ambitious vision for the enterprise. And that can prompt the hunt for a new marketing leader. Like any talent search, the process can seem obvious in theory, but much more daunting in practice. People might have the right names on their resume and glowing references, only to still prove a bust when faced with the unique circumstances of a given business.