by Scott MacFarland | Jun 20, 2021 | Business, Content, Digital, Marketing, Strategy
Regardless of the business you’re in, your customer is never super-easy to find. And worse, if you don’t have a clear definition of who your customers are, your sales and marketing teams will spend lots of time and money trying to connect with the wrong people who are not likely to buy. Yes, without a clear definition, these teams could be going after different people for different reasons. Yikes. That sounds like a recipe for disaster, right?
by Scott MacFarland | Jun 1, 2021 | Business, Innovation, Management, Strategy
Yes, your business does need a strategy to innovate. But, there is not one clear path for crafting an innovation strategy. Nor is there a one-size fits all for businesses to start the innovation process.
by Scott MacFarland | May 18, 2021 | Business, Higher-Ed, Management, Strategy
As a career marketer, I’ve always believed that great marketing can overcome pretty much anything the brand or market throws our way. (Lack of demand, lack of funds, poor lead-gen activity, PR challenges, increasing competition, and poor high-school turnout to name a few). Time and time again, I’ve been part of marketing teams that created strategies and executed on them — all designed to overcome business challenges. However, conquering a monumental challenge shouldn’t have to be the norm for marketing teams; there are other ways to attract the students you want and need that do not have the dark cloud of a looming “crisis” overhead.
by Scott MacFarland | May 15, 2021 | Business, Innovation, Management, Strategy
Have you ever wondered what business would be like if the industry you’re in suddenly changed overnight? I know this sounds rather nutty, but seriously. What would you do? What typically ushers in sudden change is technology and new ways of thinking about and solving existing customer problems.
by Scott MacFarland | May 12, 2021 | Analytics, Business, Innovation, Management, Strategy
The strategy first starts in the minds of the business leaders who are trying to solve complex issues and ways to acquire new customers. But there are many missing components commonly overlooked for your strategy to be successful.
by Scott MacFarland | May 7, 2021 | Business, Content, Digital, Marketing, Strategy
The word value as it relates to an inquiry or lead for your company is defined in different ways. Many definitions arise, and those definitions vary depending on the professional trying to define it and the hat they wear within your company.
by Scott MacFarland | May 1, 2021 | Business, Management, Strategy
Here’s the problem; you’re all jacked-up because you’ve got a great idea. You can’t wait to share it with someone, and who better to tell than your boss. Oops… epic failure. Let me guess, was your idea shot down almost immediately because your boss saw a glimpse of it and said, “We’ve tried that before and it didn’t work.” If that happened to you, the potency of your campaign idea and all the strategic variables of it just lost its pizzazz – ugh! What do you do now?
by Scott MacFarland | May 28, 2018 | Content, Digital, Marketing, Social Media, Strategy
First, let me say this is not a new topic. It may, however, be a new twist on it so stay with me. Marketing teams are strategists, constantly maneuvering resources and content to increase conversion opportunities. Simple right? Let’s continue. Much like a Chess match, there are several opportunistic moves to strategically place to get closer to your goal. Each move is performed with tools (or Chess Pieces) that have strengths. However, if you’re not planning ahead with a strategy guiding content and placement… hmm… you will soon be cornered with no place to go. Sounds like Chess and marketing have a lot more in common than people thought.
