Strategy Matters

Rethinking The Business Case For Innovation

December 1, 2013

Many companies miss out on lucrative opportunities because they fail to appreciate the urgent need to innovate. Innovation is not just for companies like Apple and Microsoft, in fact, innovation does not have to involve technology at all. Conversely, inventing a new product or service is not actually innovative in itself, regardless of how “creative” the idea is.

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Marketing and Sales: Can’t We All Just Get Along?

August 25, 2012

Sales and marketing teams, left to their own devices, do not speak the same language. They think they do, but they don’t. Sales teams speak the language of prospects, appointments, commitments, and closed deals. Marketing teams speak the language of exposure, brand awareness, impressions, and reach. Language conditions the way people think, act, and make decisions. It shapes the way people view the world, sometimes in ways that are subtle. It’s for this reason that two people can have a […]

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Are You Selling Collaboratively?

February 10, 2012

Too often, our enthusiasm to simply close the sale clouds our perspective. Not only are we leaving money on the proverbial table, but we are leaving something far more important on it. Opportunity! When we sell collaboratively, we roll up our sleeves and get a little dirt under our finger nails. We ask both the finite and the broad –sweeping questions. We probe. We reflect. We engage. In the end, we, as sales professionals, position ourselves as the

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Branding In The Blended Workplace

January 15, 2012

We are moving toward a part-time, short-term, outsourced, telecommuting, job-sharing, telepresence, IMing, text you later workforce. How in the world are marketers going to reinforce brand sentiment when the very people representing the brand are spread out from anywhere in the world? And just what are the implications for the companies behind the brands?

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Are You Treating Millennials Like Baby Boomers?

November 25, 2011

Every marketer knows the drill. People born in different eras have different values. You may think that you already took generational demographics into account when creating your marketing plan. You used Facebook and Twitter. You created YouTube ads and made sure they were less than 30 seconds long. You used 50% post-consumer recycled packaging materials. You made sure to use Millennial language; you even threw in an emoticon and the phrase “LOL.” Shouldn’t that have covered all of the bases? […]

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