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Today’s Customer Journey – How it’s Disrupting Your Marketing

If you are in marketing, you well know that for years we were told that the customer conversion funnel looked like this:

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A direct, linear pathway to a sale that ended at the conversion.

Later, we were told the funnel was no longer a ‘funnel’, but instead a loop – that looked like this:

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With the conversion point no longer the end of the journey, but instead opening a new pathway towards building customer loyalty and advocation.

But in today’s world, with hundreds of thousands of media outlets and different ways to consume content, the customer conversion journey really looks more like this:

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Read more…

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Avoiding Business Model Failure

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The #1 reason most companies fail, even more than running out of cash, is that their business model was not viable.

We have good ideas, but bad businesses.

After spending time with hundreds of early stage CEOs companies over the years I’ve noticed that CEOs and Founders are too optimistic about how easy it will be to acquire customers. They assume that because they will build an interesting web site, product, or service, that customers will beat a path to their door. That may happen with the first few customers, but after that, it rapidly becomes an expensive task to attract and win customers, and in many cases the cost of acquiring the customer (CAC) is actually higher than the lifetime value of that customer (LTV).

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Marketing to IT Decision Makers – Who Really Holds the Influence in Purchasing IT Solutions?

IT Decision Maker Influencer

If you’re focusing your marketing efforts on C-suite executives because they’re the decision makers for buying your IT solution, you’re approach is limiting your effectiveness.

While the C-suite, or Business Decision Maker (BDM), may have the ultimate say in the buying decision, they actually have a smaller role in the purchasing process than you might think. Read more…

Putting your A-Team together

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Business leaders need great people both inside the company and out – investors, customers, partners, advisors – as well as a great support network at home.  All of these people are critical to the business.

As important as any other aspect of your job as CEO is the need to cultivate the best team possible given the limitations of your budget, mission and headcount. Rather than spending time on improving the capabilities of their teams, we find that many chief tech execs spend a great deal of time attempting to compensate for deficiencies within their teams.

Every person you hire will either strengthen or weaken your culture. That’s a tough lesson to learn, but deep down we all know it’s true. Read more…

The Most Important Detail in Marketing Your Early Stage Company

Marketing Target

So you’ve built an awesome product/company/service and you’ve clearly defined your value offering – now what?

Start telling people about it! Someone isn’t likely to buy your product if they’ve never heard of it before. But what methods do you use to tout your awesomeness? Read more…

Working “ON” the business, not “in” it

Working ON the business

Confession time.

I have done exactly what I have been telling my clients NOT to do.  I’ve been working “in” my business, not “on” my business.

It’s been a long time since I’ve written a blog post.  I started out writing a post 3 times per week, then 2x/week, then 1x/week, then 2x/month, then 1x/month, then….. nothing. Nothing for over 8 months.

I’ve been busy working on delivering exceptional value for my clients.  Yes, that’s true, but it’s also an excuse.   Read more…

How to find the right buyer for your company

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There are a lot of things that you as the CEO need to do to build a good company.  Many of those will also position your company to be acquired by a bigger company.  You can wait for someone to find you interesting enough to acquire or you can do something about it.

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