Listen: we need to talk. Take a seat, pour yourself a stiff drink, and put on your listening hat. Remember what your parents told you about “tough love?” Well I’m going to be dishing out plenty of it, so settle in for a bit.
Let’s get this out of the way: you have an awesome company. Your products and services are top-notch, your employees are dedicated and knowledgeable, and your leadership team is second-to-none. You’ve built an industry-leading organization that’s known for its innovation and superior customer service.… Read the rest
Tom Hopkins’ classic How To Master the Art of Selling, widely considered a Bible of sales literature, distills the knowledge and philosophy of champion sellers. I choose the word champion deliberately because he alludes to it frequently (with capitalization). Champions are the exceptional few who by his definition are in the top 5% of salespeople and employ his techniques.
What’s striking about this book is that while the original publication date was 1982 and the most recent update is 2005, its essential principles still apply today.… Read the rest
One week after this organization left an appreciative inquiry summit with burning passion, I’ve checked on the status of Fathom’s many visions for the future that came out of it. I’m pleased to report things are in full swing. Groups have been reassembling. Tasks and responsibilities are being assigned. Emails and prototypes are flying around. Purpose is in the air.
Another exciting development is that NE Ohio is jumping on the purpose train. By sheer coincidence, on Wednesday of this week, many area leaders (Fathom CEO Scot Lowry among them) convened at Case Western Reserve’s BVU Center for Nonprofit Excellence to listen to Imperative CEO Aaron Hurst and talk about their own blueprints for creating more purpose within their organizations, both at the individual and corporate levels.… Read the rest
The Software as a Service (SaaS) technology industry is a constantly evolving beast:
- New players jump into the fray as each moment passes.
- EVERYONE is being innovative at a rapid rate.
- Competitors are always on the offensive.
- Reaction time needs to be quick to seize opportunities before someone else.
Now, when you ask any traditional digital marketers how to build a strategy, they will likely say you need to really learn your audience first, see it from their perspective, and think about how your prospects are driven to make decisions.… Read the rest
Traditional PPC advertising in Google and Bing can be tricky for lawyers and law firm marketing. Not only are the keywords in the legal industry extremely expensive but they are also extremely competitive as well. This is not to mention that both Google and Bing have their own advertising policies which can limit your PPC strategies. If you don’t have the budget to spend hundreds of thousands—if not millions!—each year, don’t fret. There are other avenues to turn to that can be even more effective and can help you stand apart in this competitive landscape.… Read the rest