Processes and Tools


Choose Your North Star Marketing Priorities. Then, Choose Your People.

When companies decide to pursue a strategy of growth, they naturally look to their sales and marketing leadership. As they consider building out their sales apparatus, there’s often a temptation to look for a person— a professional who can be enlisted to drive change and build the engine of growth. Obviously, there does come a […]

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How the Efficient Market Hypothesis Encourages Doing Things Better and Cheaper

Are you familiar with an economic theory called the efficient-market hypothesis? There’s no need to get too deep into the weeds of it here, but suffice to say that, according to the efficient-market hypothesis, all of us have access to more or less the same information with regard to the stock market; theoretically, over a […]

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Want More Customers? Forget Right and Wrong. Embrace Right as Possible.

In ye olden days of marketing— you know, 20 years ago— it was of paramount importance for advertisers to get everything right. If your company was sinking a big chunk of money into a prime-time TV ad, all the details had to be just so; the messaging, the timeslot, the creative, everything. Getting even one […]

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Tim Hortons New Loyalty Card – Even Great Companies Can Rely on Bad Assumptions

In school, children are often taught that there’s no such thing as a dumb question; they’re encouraged to speak up any time they need some additional insight or clarity. That’s a lesson that some of us forget as we become older. For example, a lot of businesses—even some truly great ones—base expensive customer campaigns and […]

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Sales Growth and the Theory of Constraints

Achieving sales growth in the fast-paced, ultra-competitive environment where many companies operate requires continuously adjusting and improving the systems that comprise the sales and marketing machine. With competing internal interests, as well as limited time and resources, prioritizing this work can be challenging—and poor prioritization can ultimately lead to waste, missed opportunities, or both. Thankfully, […]

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