Marketing and Sales Don’t Have to Be Enemies
I’ve long found it amusing (and amazingly frustrating) that the two departments focused on driving most companies’ revenues are rarely in sync with one another. Often, their conflicts rise to the level of sworn enemies. Instead of taking a symbiotic approach, both departments avoid and sidestep each other, impairing their success and that of their employers. Most of the time, [...]
Here’s Why We Can’t Communicate
I learned a long time ago that a large part of serving as the marketing partner for companies is acting as a translator and cultural attaché. No, I’m not multilingual or an expert in etiquette, but so much of what we do involves bridging gaps between people. In fact, it’s rare to find a company or a company leader that [...]
Split Testing Can Help You Pinpoint Your Market Focus
There’s an old-fashioned marketing tool that’s become even more powerful in our age of digital marketing. It’s called split testing, and it can help you refine your marketing efforts so they become far more effective. Some of today’s companies are unfamiliar with split testing (also referred to as A/B split testing) or assume that since it’s a time-honored tool, it [...]
Happy Independence Day from Buckaroo!
We are the land of the free, we are the home of the brave. Let’s pay tribute to our brave American Heroes on this special day and forever. Factoid: Who came up with the 4th of July as a holiday? On July 4th, the Continental Congress formally adopted the Declaration of Independence, which had been written largely by Thomas Jefferson. [...]
Sneaking a Look Under Your Competitors’ Hood
Have you ever wished you could take a surreptitious peek into your competitors’ operations or decision-making process? What if I told you, it may be easier than you think? I’m not suggesting you hire industrial spies to break into a competitor’s production facility or try to place a mole into their executive suite. The simple fact is there’s a wealth [...]
You Can’t Read the Label from Inside the Jam Jar
I’m always fascinated by company leaders who cannot grasp the value someone with a different perspective can bring to them. It reminds me of that homespun wisdom that it’s impossible to read the label from inside a jam jar. Put another way, unless a CEO or other company leader has managed to become 100 percent objective, they’re probably not [...]