What are your obstacles to revenue growth? Gaining alignment around a focused plan to overcome them is key to your success. This article looks at how to establish a framework called a Business Driver Matrix.
Brad Mehl, our Subscription Insider Guide to Subscriber Engagement, has grown revenue at information and technology-driven companies for over 25 years as general manager, marketing and sales leader. He is the President of Boundless Markets, which accelerates growth for clients by transforming marketing and sales operations with data-driven programs, technology, and new channels. The company also provides data analysis, quantitative market research, and due diligence support. Clients are backed by private equity and venture capital, including Google Ventures.
Before Boundless Markets, he was Vice President of Marketing and Audience Development at Penton, where he oversaw audience acquisition and retention, analytics and market research for 60 brands in 15 B2B markets, leading a 50+ person group that supported a 50% increase in digital revenue.
Prior to Penton, he was General Manager of ThomasNet.com, a content and marketing services platform where he launched digital products and new analytic tools for 20,000 customers. At LexisNexis, he served in a variety of leadership roles including General Manager of Specialty Products, Strategy and Marketing director for the legal technology division, and head of marketing/business development for Lawyers.com which grew 55% during his tenure.
In the late 1990′s, he led marketing and international operations at CDNOW, an e-commerce pioneer that grew revenue from $6mm to $100MM and was acquired by Amazon.com. He also was Vice President of Marketing at one of the web's first social networks, helping lead that company to an IPO filing. He has an MBA from the Stern School of Business at New York University and a B.S. from Cornell University.
Content engagement drives subscriber acquisition, and content engagement is driven by your analytics. Segmenting your audience and learning what appeals to certain prospects is key to making "tire kickers" into subscribers.
Remember those ads you've seen for web sites that "follow you" as you surf the web? They're called retargeting ads and they are about to become much more prevalent. INSIDER Guide to Subscriber Engagement walks through how you can plan for changes Google may make in retargeting where the ads Google is planning would be targeted to specific individuals whose email address is known by the advertiser.
You know your business. You've gotten close to your customers, hired smart people and been successful. And you know that having the right information to make key decisions can make the difference between mediocrity and spectacular success. This begs the question: what information are you missing? And do you know what you don't know?
Is there a disconnect between marketing and sales in your company? It's often said that Sales is from Mars and Marketing is from Venus--two planets in the same solar system but still worlds away. Much has been written on how to better align marketing and sales and the prescriptions usually involve alignment on goals and KPIs and longer term collaboration opportunities.
Many technology companies, and famously Google, have built empires through their ecosystems. A business community or network formed around a company's mission, assets or products that supports members, builds customer relationships and adds value that scales through ancillary services. When value is created by members -- through new services, functionality and content -- it feeds the network, increases the importance (and/or size) of the ecosystem and makes the company behind it more indispensable. The result? You get closer to center of your industry's universe and your customer's universe.