COVID-19 resources

Reading, Listening, and Watching—The Quarantine Edition

I don’t know about you, but I’m living in my blue light glasses and I have real feelings about Zoom vs GoToMeeting vs UberConference. I’ve binged on articles about how to look my best on camera and how to host effective virtual meetings. I’ve signed up for and subsequently never started a very cool sounding course on Coursera about neural networks and deep learning.

My truth in the time of COVID-19 is that staying connected via calls and video takes more time than I anticipated and staying on top of other work often requires working odd hours. That said, I do find that I need “brain breaks” more than ever these days. I imagine you might feel the same way. So, here’s what’s filling my cup.

COVID-19 Resources

I’m still figuring out how-much-is-too-much information for me, but these resources are informative, accessible, and visually compelling. And, in a time where it’s easy to feel powerless, there is absolutely power in information. 

Reading

As we navigate this unprecedented experience, there are real implications for how we communicate with stakeholders. For most organizations, the main struggle is about how to set expectations at a time when there is such uncertainty. It’s helpful to (a) stay pragmatic—as in, do the best you can with the information you have and (b) stay aware of the regulations and recommendations of regulators. Here’s the most recent response from the SEC.

And here’s a terrific example of a leader exhibiting empathy during an exceptionally difficult period. Keep in mind that as leaders, our employees, social media followers, and stakeholders all look to us for cues about how to behave and feel during uncertain situations.

Listening

As a regular listener and fan of Planet Money on NPR, I’m happy to report they are crushing it with the COVID-19 resources. If, like me, you’re wondering how this crisis will affect the U.S. economy long-term, this is the best analysis I’ve heard about which indicators to watch (and bonus, the whole episode is only eight minutes).

In another episode of Planet Money, Robert Smith and Nick Fountain checked in with the female owner of an auto mechanic shop in Queens, NY about how the pandemic is affecting her business. Like her, many of us with fewer than 500 employees, are looking to the Paycheck Protection Program (PPP) as a life preserver for our businesses. The problem is that this $350 billion program, meant to save the economy from collapse, is untested. It was thrown together in a week, and the launch has been a mess (reportedly, as of the morning of Thursday, April 16th, the program ran out of money).

Also, if you’re wondering how the Feds can seemingly “click their heels together” and come up with two trillion dollars for an economic rescue package, the folks at Planet Money are wondering the same thing. In this episode, they do a deep dive into the mechanisms involved in  Congress coming up with $2,000,000,000,000 before the economy collapses. Also, they ask: Can you create too much money, and what happens when you do?

Watching

Personally, I haven’t taken the time to watch the Tiger King saga or the latest season of Ozark on Netflix. When I’m not in a virtual meeting, I prefer to Facetime with family and friends. Seeing their smiling faces really helps me feel connected even when we can’t be physically together.

Real World Inspiration

I would be remiss if I didn’t take a moment to brag on a few of my fellow entrepreneurs. Throughout the present unpleasantness, I’ve been so impressed with the work they are doing on behalf of their clients and their generosity in sharing their skills with the community at large.

Quinn Strategy Group

For leaders considering how to lead during uncertain times, Quinn Strategy Group published a helpful blog article. I love the simplicity and power of the concept: do the next right thing! 

RevMade

So many of us are asking the eternal question: should you continue to market to your audience during a global health pandemic? Answer from RevMade: If you focus on understanding what your audience needs, then you will never go wrong. What they need has likely shifted in light of the crisis, but your audience may need you now more than ever. Don’t know what COVID-19 resources your audience needs? Maybe it’s a good time for a Voice of the Customer (VoC) assessment.

Digital Caffeine

The smart folks at Digital Caffeine Group remind us that now is a great time to get experimental. If not now, when? Get visible and build that brand awareness while some of your peers may be experiencing analysis paralysis. Why not take advantage of this time when “the Internet is on sale” and try some new communication strategies

BirchBox

Finally, as a business owner, I’m always on the lookout for inspiration from others who have been through significant challenges. Quarantine is no exception. How I Built This always offers inspiration, optimism, and a reminder of the importance of resilience. 

Here’s a quote from a recent episode that stuck with me:

“It’s not just the grinding. But I think resilience is underestimated…To endure being kicked down a lot. When you have headwind or when you have challenges—what do you choose to do in those moments? I think it would be tough to imagine not building, it would be tough not trying to build reality. It really excites me to imagine the world I want to exist and to try to create it.” — Birchbox, Katia Beauchamp, Co-founder and CEO

How I Built This – March 20, 2020

Keep grinding and stay resilient! We will get through this together, while keeping an appropriate distance, of course. The team at Audacia is here if and when you need us.

Photo Credit: dolgachov

taking bold steps

Taking Bold Steps is Scary—Saddle Up Anyway

“Courage is being scared to death, but saddling up anyway.”

John Wayne

This quote from America’s favorite cowboy resonates with me right now. In a previous blog article, I mentioned that one of my 2020 goals for Audacia Strategies is to continue to scale. As a team, we’re ready to take ourselves to the next level. 

Okay, you might be thinking, so if the team is ready…what’s with this talk about being “scared to death?” Well, taking bold steps can be scary—even for us! And even when you’re confident about your next best move, you may have doubts about the execution. So, let’s talk about what I’m doing to push ahead and lean into my strengths.

What does scaling Audacia mean for you?

Before we get to the business lessons for taking bold steps, it makes sense to talk about what scaling looks like for Audacia and how this will benefit our stakeholders. This will give us some context for discussing our plan and key takeaways.

As with everything we do, we’re always thinking about how we can serve our clients better. Here’s what scaling will allow us to do for our clients:

1. Replicate Successful Client Engagements

Scaling means having the ability to measure and then replicate successful client engagements more easily. Of course, each client is unique, but we bring an approach based on best practices and our experience that works. 

Individual wins are worthy of celebrating. But if we also take the time to examine what really works with an eye toward replicating that success, everyone wins.

2. Contribute Diversity, Experience, and Transparency

Key to scaling is mindfully building a team that not only works seamlessly together, but also brings more diverse perspectives, outstanding experience, and radical transparency to the table.

Audacia’s clients appreciate our unique philosophy of tough love, diplomacy, and truth-telling because taking bold steps means going in with your eyes wide open.

3. Go Broader and Deeper

As we scale, we are looking for ways to help our clients take their transformations to the next level. You have asked for expanded offerings and we’re ready to deliver. We’re adding to our  current service offerings in transformation, investor relations, and strategic communications.  

Scaling our team will allow us to expand our offerings to include, for example:

  • Corporate Responsibility Strategy
  • Voice of the Customer and Voice of the Employee 
  • Market and Competitive Analysis

We’ll also be able to provide deeper expert support on more complex projects and engage seamlessly across multiple stakeholder sets. Stay tuned for a future blog post about the key actions and attributes to consider when building a team.

4. Stay Accountable and Follow Through

Sharing our plans for scaling in this way means we’ll make it happen. Audacia Strategies—the name itself—inspires us to make bold moves and help our clients do the same. Just because we take bold steps, though, doesn’t mean we have no fear.

Taking bold steps can be scary, fear of failure is real! But fear is not a reason to stand still. It’s a sign that we’re on the cusp of something big.

What’s the plan?

  • Get Katy out of the way: It’s time to focus on engaging with the right support teams to identify and develop repeatable work processes. This way I can focus more fully on my role as CEO and my most valuable work with clients. 
  • Use technology to our advantage: We’ll explore project management tools, communication tools, calendaring tools, etc. that will help our team work better together. The trick here is not to add tech just to add it, but to add the tech that adds value. Strategic use of technology will keep us on track and connected. 
  • Establish regular feedback systems: Timely, useful feedback is the only way to make improvements and move forward. We’ll develop feedback systems both for working with clients and within the team.
  • Keep bringing on board the smartest, most interesting, and most candid team members! Got ideas for project managers, communications experts, and amazing business strategists? Send ‘em our way.

Lessons for Taking Bold Steps

How can you take these lessons and apply them to your business? Any transformation or transition phase can be a challenge because you are “operating without a net.” Still, there are steps you can take to make these times feel less chaotic. 

Whether you’re considering how to best scale your team or what bold moves will help you increase your market share, you can learn from what I’m doing to keep myself on track.

Here are the things that I’m working on that may help:

  • Focusing on high-value activities. As CEO, it’s imperative that I use my time most efficiently for the health of the business and that means making the high-value tasks my #1 priority.
  • Eliminating distractions. Related to the first point, I will separate the actions and activities that are mere distractions from those that actually facilitate accomplishing more for my clients (e.g., what can I delegate? Can I find a better workflow here?).
  • Looking for the right qualities. My vision for Audacia Strategies is building a team of people who are more than simply co-workers. So, I’ll be getting very clear on what makes a great teammate, not just a good employee.
  • Setting clear expectations for teammates…and for myself. 99% of business issues stem from a mismatch of expectations. I’m focused on being clear about my expectations and holding us all accountable.
  • Drawing clear boundaries in the business. Boundaries are respectful—with only 24 hours in a day, it’s important to acknowledge that we all have priorities beyond work and that should be respected and celebrated. As an example, technology enables us to do a lot, but it can also enable stressful behaviors such as feeling like we need to be always “on,” like we have to respond instantaneously, and that we have to work at 2am to “keep up”. Technology “off hours” are good!
  • Remembering that we are all more than our work. Personally, I know that I’m more creative, focused, and patient when I have had more sleep (questionable with 10-month-old twins, but #goals), more time with my family and friends, and more time for working out/reading/resting my brain.

We all know we need to take bold steps if we want to grow. So, the next time you start to feel that fear creeping up, have the courage to sit with it. Talk about it. (Maybe blog about it?) Seriously. What if instead of running away from that uneasy feeling, we decided to let it wash over us and really listened to what it was saying?

I’d love to hear your stories about taking bold steps. What’s the single best thing that you have done to make these transformative moments feel less chaotic? Leave a reply below.

Photo credit: nd3000

strategic planning

How to Crush Your 2020 Goals: The Lessons I Learned from a Chaotic 2019

If there’s one thing I learned about myself and my business in 2019, it’s that strategic planning saves lives. Really! 2019 might go down in history as being one of the most chaotic years for my family and my business. And yet, we’re all still here and thriving and business is better than ever.

Much of our success at Audacia Strategies is due to strategic planning. So as I look at the year ahead, I’m considering once again what investments I can double-down on and what needs to change. The challenge is how to build a plan that strikes the right balance between ambition and practicality. Read on for my 2020 insights!

Business Successes in 2019

  1. We added a certification for the state of Maryland as a Minority Business Enterprise (MBE): In addition to receiving our CBE certification in D.C. in 2018, we filed for and received certification from the state of Maryland last year. Passing Maryland’s comprehensive and rigorous certification program makes us eligible to win state-funded contracts. We are also nationally certified by the Women’s Business Enterprise National Council (WBENC)
  2. We supported our clients through big transformations: This past year, we saw many clients navigate executive transitions and corporate restructuring plans. While we tend to focus on how these transformations impact business, we often forget about the emotional impact of change. We witnessed both the vulnerability and the generosity of the human mind during the pivotal moments of 2019. Audacia was honored to be a part of ushering so many new clients into a bright future. 
  3. We saw the value of “radical candor” playing out: When it comes to client relationships and crisis management, what you say is often less important than how you say it. Okay, perhaps both are equally important. But my point is that communications is about more than the words you use. If a situation calls for you to speak truth to power, you’ve got to find the courage to speak your truth. Otherwise, you could be letting down your client or your team or yourself.

At Audacia, we pride ourselves on walking the fine line between diplomacy and radical candor.
This is one of our guiding values and I’m proud to look back and see how many times we chose this value over the “easier” path. 

Audacia’s Strategic Plan for 2020

  1. We will become certified as a women-owned enterprise (WBE) in Virginia: We have built a reputation for being a firm that supports our clients’ diversity initiatives and we are happy to qualify as a supplier for larger-scale projects with diversity thresholds. As we expand our reach and grow with our clients, we are excited to see what new opportunities arise. Our arsenal of certifications will continue to multiply in 2020.
  2. I will be scaling Audacia by continuing to invest in my team: I’ve been strategically growing my team throughout the years and I have awesome people backing me up. Now, as a team, we’re ready to take ourselves to the next level and take on even bigger and bolder client challenges (I’ll talk more specifically about scaling my team in a future blog article). This means, among other things, investing in replicable processes and investing in the right systems to keep us in synch. This is not just the “Katy Show” anymore!
  3. I will be better at managing technology and its impact on my life: I bet we all could benefit from making this one of our New Year’s resolutions (here’s a resource to help you think about implementing your own “digital diet”). Technology is wonderful in so many ways, but it can be a distraction if we don’t use it to support our intentions. So, I’ll be looking for ways to be more focused at work and more focused during family time. As the twins grow, I know how important it is to set these boundaries. For starters, I’ll be creating defined “lights out” and “offline” times at home. What about you? Are you with me?
  4. More of the above: 2020 will bring more clients facing big shifts in need of Audacia’s special blend of tough love, enthusiasm for getting sh*t done, and honest, candid feedback. Stay tuned for all that we’ll be cooking up for you throughout the year!

Here are 3 tips for crushing your 2020 business goals:

Include your senior team in your strategic planning process by sitting down with your team to discuss the following three practical ideas.

1. Be ruthless about your successes and failures.

It’s tempting to leave Q4 2019 in the dust and let everything that happened in those last three months fall by the wayside in our excitement to look ahead. Don’t give yourself a pass, though. Instead, focus on the 3-5 biggest successes, so you can double-down on them in the next 90 days and capture the 3-5 biggest lessons learned, so you can strategize about fixing whatever went wrong.

2. Back up your 2020 vision with strategic initiatives.

All successful leaders have this in common: they have a strong vision that they can communicate with others. The second part is really key: no matter how clear your vision for your organization is in your own mind, if others don’t see what you see, that vision won’t come to fruition. Make sure others know how to implement your vision by tying it back to specific strategic initiatives. To do this, divide your team into groups and have them brainstorm 3-5 strategic initiatives (i.e., focused projects) that will bring you closer to each of your annual goals. If they execute on their initiatives, then you’ll likely achieve your goals.

3. Build your communications plan.

The final step in strategic planning is communicating the plan to everyone in your organization. Get your team together and agree on some communications ground rules. Agree together as a group on what needs to be communicated throughout the organization and when. It’s great to kickoff the year with a town-hall type meeting to discuss your strategic plan. But what happens after the dust settles? Do you have a plan for managers and leaders to meet with their smaller teams to talk about how their units fit into the bigger picture? Do employees understand how their work fits within the broader strategic plan?  

Looking at your year, what are the biggest shifts you anticipate making? Can you start planning for those shifts now? Would enlisting the help of Audacia’s team of experts help you attain any of those audacious goals

Schedule a consultation and let’s start brainstorming your transformation strategic plan today!

Photo credit: http://www.monkeybusinessimages.com/

reading, listening, watching

Reading, Listening, and Watching—It’s That Time of Year Again

2019 has been a YEAR. There as been so much good to celebrate. In March, we welcomed twin girls, Mila and Fiona. This is also (coincidentally?) about the time that we stopped sleeping, reading books, or being able to focus for long periods of time. Lol. So you might wonder what I could possibly offer in the way of recommendations for reading, listening, and watching. 

But as a result of my new normal, I’ve learned that audiobooks are amazing, rekindled my love of podcasts, and enjoyed long(er)-form articles that can be read on my phone, one-handed at previously unknown hours of the morning/night. Yep. This is my new normal and I wouldn’t trade it for the world.

I love a good fresh start—new school year, birthdays, new calendar year. As we head into a new year and a new decade, it feels like the right time to consider the bigger picture. I’m thinking about setting boundaries, creating systems, and being present in my life. I’m asking how I can show up as my best self for myself, my family, my clients, and my community. 

Here are some recommendations from my reading, listening, and watching lists in 2019:

Reading

1. This article: You Don’t Need More Motivation—You Need a System is a great quick read with tips you can implement immediately. 

Staying productive is a challenge for all of us. Whether you consider yourself to be a “procrastinator” or not, the key to sticking to your priorities and getting the important tasks done each day is finding a routine that works for you.

Of course, before you can create the systems that will help you to accomplish your goals, you’ve got to take the time to set those goals. Here’s a set of worksheets I discovered. 

I’m going to work through these over the holidays. Also, vision and goal setting via Lululemon—who knew? 

2. This op-ed: The Inevitable Takedown of the Female CEO has me thinking about the importance of setting corporate culture, our expectations of leaders, and the insidious nature of bias. 

As Audacia Strategies enters its 5th year (Stay tuned for anniversary/birthday celebrations next year!), I’m focused on doing the hard work of building a company where people want to work. We are growing and I’m spending a lot of time thinking about scaling, company culture, and client success. 

I’m also thinking a lot about how to understand what clients need, Audacia’s values and the value our team provides from the client’s perspective. 

3. This manifesto of a company’s “Why” in memo form: We Don’t Sell Saddles Here was sent to the team at Tiny Speck, the makers of Slack, on July 31, 2013—two weeks before the launch of Slack’s ‘Preview Release’. 

Here’s a great quote from the article: “Sell the innovation, not the product. The best—maybe the only?—real, direct measure of “innovation” is change in human behaviour.”

4. This LinkedIn article: After 25 years studying innovation, here is what I have learned reminds us that innovation isn’t one-size-fits-all. 

In the article, the inimitable Clayton Christensen, author of The Innovator’s Dilemma, offers us 5 key findings from his time studying innovation, management, and people. I found #4 particularly compelling. How often do we forget that we are more than our careers and our businesses? Christensen reminds us, it’s easy for high-achievers to “underinvest in their families and overinvest in their careers.”

Listening

1. Click Here to Apply podcast. I’ve been listening to and loving Tony Sheng’s podcast. Each week, Tony interviews interesting people as he tries to figure out what he really wants to do with his own career. 

In one especially interesting episode, Erik Torenberg discusses how we should build career moats. I think this analogy is spot on. If we don’t defend the castle that is our growing business or our career, we risk losing ourselves every time we come under siege.

2. The Startup podcast. I’m that person who learned about the Startup from an episode of This American Life way back in 2014. I’ve been along for the ride with the Startup team ever since and love their (sometimes cringe-worthy) candor in sharing their experiences. So I’m passing on the recommendation.

The final season of the Startup podcast is available on whatever platform you prefer to get your podcasts. This last season charting their path to acquisition by Spotify was really fascinating. 

3. Dan Doran’s interview with yours truly. Speaking of fascinating recommendations (and with apologies for the shameless self-promotion), the episode of Dan Doran’s podcast where he interviews me was his most listened to episode of the year. If you missed it, you can find it here or listen on the Quantive website. 

Do you know of a great podcast looking for a guest like me? Let me know (katy@audaciastrategies.com)! 

Watching

1. The Irishman (Netflix film). I haven’t been as good about watching television lately. BUT we did watch The Irishman the other week. It’s not for the faint of heart, but it was compelling. I’d expect nothing less from an all-star cast of De Niro, Pesci, and Pacino. Special thanks to my husband, Chris, for making me put down my phone to watch it!

2. One Nation Under Stress (HBO documentary). I watched this one during a solo night at home. It’s thought-provoking and resonant for its personal appeal and also the implications for our community at large.

3. The Marvelous Mrs. Maisel (again). We just started Season 3 and I am literally giddy to queue up Amazon and reconnect with Midge and friends after we put the twins down. This show is a breath of fresh air and dialogue #goals. Someday, I’ll have comebacks as snappy as Midge! 

As we wind down another year (and the decade, what?), I hope you’ll take some time to reflect on your year. In the rush to think about our business goals for 2020 and the wonderful, but distracting holiday chaos, it’s easy to forget to really take stock of everything we’ve accomplished. But it’s so important to take the time to look back.

What were your biggest accomplishments in 2019? What are you considering as we head into 2020? What are your recommendations for reading, listening, and watching?

From our family to yours, we wish you a happy and relaxing holiday season and a healthy new year (new decade!).

Photo credit: Jetstream4wd (Getty Images Pro)

inspiring

Reading, Listening, and Watching—What I’m Loving Right Now

It’s beach season. If you’re lucky enough to get some R&R this summer, I bet you’re reaching for something inspiring like a good book, your favorite podcast, or a binge-worthy T.V. show to watch. Me too! So I thought it would be a great time for me to dust off this occasional blog feature.

reading listening watchingHere’s what I’m up to in between (and sometimes simultaneous with) feedings and snuggle time with my favorite twin babies:

Reading

Educated: A Memoir

Okay, I’m about a year behind in reading this 2018 bestseller, but WOW am I glad that I did. In case you’re behind, like me, Educated is the memoir of Tara Westover who was kept out of school by her survivalist family. Westover was 17 the first time she set foot in a classroom and went on to earn a PhD from Cambridge University. It is a story of family, loyalty, reinvention, grit, and so much more. If you need a great, inspiring, page-turner for your travels this summer, this is it!

Mary Meeker’s 2019 Internet Trends Report

333 slides. Yup. 333.

If you’re reading this blog article, then you know that I prefer short and sweet presentations. But this is an exception. Meeker has been providing in-depth analysis of the trends driving the Internet for over 20 years. Don’t think of this as a presentation—think of it as a masterclass on market analysis. Interested in internet usage? Use of data? How industries such as education and healthcare are transforming? It’s all here. So pour yourself a cold beverage and enjoy. I bet you come away with several inspiring “ahas!” I certainly have.

Listening

Business Wars

I’m not a fan of comparing business to military conflict. But if we set aside the title of this podcast, we get awesome behind the scenes stories of some of the biggest business competitions: Anheuser-Busch vs. Miller, Netflix vs. Blockbuster, McDonald’s vs. Burger King. You get the idea. Each season has seven episodes digging into the history of the competition. History is always the best teacher, right?

Broken Record with Malcolm Gladwell

Honestly, this podcast had me at Malcolm Gladwell, but Malcolm Gladwell PLUS interviews with some of the most fascinating personalities in music? That’s my jam. (See what I did there?) In this series, Gladwell interviews a diverse array of singers, songwriters, and producers. Still not convinced? Take a look at this short list of examples: a two-part interview with Questlove, a discussion with Pentatonix, a conversation with Vampire Weekend. Great listening for your commute or walk around the neighborhood.

Watching

The Inventor: Out for Blood in Silicon Valley

As I mentioned a few months ago, I devoured another of 2018’s best sellers, Bad Blood, a real-life thriller that charts the rise and collapse of Theranos, the multibillion-dollar biotech startup that flamed out spectacularly with lawsuits, federal investigations, and possible prison time for key executives (the jury is still out, literally). The Inventor is based on the book and incorporates interviews with key players and actual footage from the company before its collapse. It’s an incredibly compelling HBO documentary that reminds us all that businesses are run by people…and all their flaws.

Game of Thrones: Season Eight

No spoilers here, but let’s just say that I’m still processing the final season of this iconic series. Anyone else? Whether you love or hate this last season, the energy and excitement around this series prove that there is still an appetite for good writing. Of course, with GOT wrapped up now, I need a new series. I’m ready for the next season of The Handmaid’s Tale (Hulu) and Big Little Lies (HBO). What else should be on my list?

I hope you have some incredibly fun stuff planned for the next few months. If any of your travels, lounging poolside, or playing in the waves leads you to discover something inspiring, please share it with me on social media (Twitter, LinkedIn) or via email. I’m always on the hunt for business tips, tricks, and motivation to move the needle at Audacia Strategies.

Photo credit: Mylene 2401

best communications practices

“Chaos is Our Brand”—Takeaways from an Interview with Katy Herr, CEO of Audacia Strategies

Friend of Audacia Strategies and CEO of Quantive, Dan Doran, interviewed Katy about the advantages of running an “out-of-house” communications firm, best communications practices during times of transition, investor relations, M&A strategy, Amazon’s acquisition of Whole Foods, and much more.

Here are some of the biggest takeaways and highlights from their in-depth conversation.

1. Don’t Wait to Create a Communications Strategy

Organizations most often look for experts in investor relations and strategic communications during big transitions. For example, a government contractor might decide to take operations in a commercial direction or a firm may contemplate a game-changing merger or acquisition. Whether or not your organization ultimately decides to bring in a firm like Audacia Strategies to help during such a transition, the most important thing you can do is start strategizing early.

Many of our clients contact us when they’re facing one of two situations: times of crisis or times of transformation—hence our unofficial tagline: “chaos is our brand.” This makes a lot of sense, but too often what we find is that if an organization hesitates to develop best communications practices and a communications strategy early enough, things can go off the rails quickly.

Say your board is about to fire your CEO, when someone leaks the news on social media and all hell breaks loose. What do you do now? Dealing with this kind of challenge is never fun, but it is much easier if you have a strategy ready to implement. If you have a plan, you can stabilize the situation quickly and move past the crisis.

So, why look to an outside “hired gun” to help develop a best practice communications strategy?

Here are a few of the benefits of using an outside communications firm like Audacia:

  • An outside set of eyes gives you transaction experience, critical perspective, and unbiased advice when communicating your message to the outside world.
  • An outside firm is in a good position to place your organization in a broader context (i.e., the competitive set, the market, and your financial stakeholders), while you focus on running day-to-day internal operations.
  • An outside firm isn’t influenced by the “groupthink” or silo-ed communications that can be an obstacle to projecting the strongest public image.

2. Think About Who Your Stakeholders Are

Part and parcel of creating a winning communications strategy is thinking about who your stakeholders really are. Whatever you do, don’t skimp on the stakeholder analysis. Remember that at its core communications is about storytelling. And just as you wouldn’t tell the same story in the same way to your 4-year-old nephew as you would to your 85-year-old grandmother, you wouldn’t tell the story of your company in the same way to different types of stakeholders.

Depending on whether you are a publicly or privately held company, stakeholders could include any or all of the following sets:

  • Employees
  • Financial stakeholders:
    • Public debt holders and ratings agencies
    • Private equity companies and banks
  • Community partners
  • Business partners (non-financial)
  • Strategic partners
  • Customers

3. Understand the Difference Between Marketing and Communications

It’s also important to realize that even if you have an internal marketing department or marketing agency responsible for communicating your message to customers, you may still benefit from enlisting a corporate communications or investor relations firm to help communicate with other stakeholders. We see both marketing and communications as valuable tools for building relationships.

Whereas marketing primarily focuses on telling the story of how your product or service will help your target customers, strategic communications partners can knit together the entirety of the business story to give investors and other stakeholders a comprehensive picture. As experts, we provide you a strategy leveraging communications best practices honed over many transactions, crises, and change events.

We look at how individual aspects of the business including operations, business development, human relations plans, contracts, real estate holdings, etc. fit together to create a holistic picture of value and determine how to communicate that value to each stakeholder segment.

In addition, while many firms have annual strategic planning sessions, often leaders and employees are too busy putting out fires day-to-day to think much about the broader picture. By opening this conversation, we give firms the space to look at the competitive space and customer environment, for instance, and ask big questions about how their market might respond to their actions, how resources should be optimally redirected, and how to keep investors engaged through the transition.

4. Gain Fundamental Communications Building Blocks Regardless of Revenue

At Audacia Strategies, our team has worked to develop best communications practices for companies with billions in revenues and an established shareholder cohort and companies that are pre-revenue looking for their first round of funding. While the scale and scope are different, the communications needs of large and small firms are remarkably similar.

There are some “blocking and tackling” basics that hold when it comes to analysis, building customer relationships, and considering how to communicate your value to the marketplace. These are fundamental whether you’re pitching friends and family or venture capital firms.

Fundamental communications questions to ask:

  • How do we want to talk about this new capability?
  • How do we demonstrate knowledge, understanding, and awareness of the market we’re going into?
  • Are there legal, financial, or cultural requirements that we should keep in mind?

5. M&A Tips and Tricks

When it comes to M&A (mergers and acquisitions), Audacia Strategies can support teams in many different capacities. We work with corporate development teams, in-house financial teams, lawyers, and investment bankers helping them think through the market and storytelling from an M&A perspective. For publicly traded firms, given the disclosure requirements, if you can tell the right story from the beginning, the whole process will be easier.

For example, when murmurs of Amazon working on a deal to acquire Whole Foods first hit the news, a lot of experts were skeptical. Whole Foods was struggling against some PR snafus and people wondered what Amazon really knew about how to manage a grocery store.

But look at what happened? As soon as Amazon acquired Whole Foods for $13.5 billion, Amazon’s market cap went up $14.5 billion. Essentially, the market paid Amazon to acquire Whole Foods. (If you’re curious to read more about Amazon, check out The Everything Store.) So, it’s interesting to see how the market will view M&A. It’s about risk, the ability to manage the risk, and telling the story of how this acquisition fits into your broader business strategy and culture.

Finally, we’ll leave you with some pitfalls and opportunities to consider when it comes to communications during a merger or acquisition:

M&A Pitfalls:

  • Companies that overpay: We have another blog post dedicated to this topic. Suffice to say, if you overpay for an acquisition, it can create credibility issues with your investors, your Board of Directors, your employees…the list goes on. Negotiations can get emotional quickly but consider that the business strategy will have to support the valuation.
  • Cultural fit failure: We’ve seen it happen: a small start-up firm develops an amazing technology and gets bought by a huge firm looking to prove it’s innovative and “hip.” Then, within a year, all the original start up employees are gone. Avoid this kind of cultural disconnect by having an air-tight integration strategy from the beginning. Make sure you are walking your walk, so you can deliver on what you’re promising.

M&A Opportunities:

  • Integration is key: The best M&A success stories are those where the merging leadership teams think about integration all the way along. When companies have a successful communications strategy that includes communicating the big vision well for both internal and external audiences, the proof is in the stakeholders’ response.
  • Customers see opportunities: Ideally, when two companies merge, customers say “this is exactly what I needed.” Rather than seeking out two solutions, for example, the customer gets one-stop-shopping from the new hybrid. It’s your job to help communicate this feeling across your stakeholder groups.
  • Employees see opportunities: And if you can also pull off a merger where employees in both companies see the transformation as good for their own careers, you’ve developed a winning communications strategy. Often employees of the smaller firm may feel anxious about being acquired. But if you can honestly demonstrate opportunities for career mobility, earnings potential, and other benefits of working for a larger company, it will go a long way toward easing transition tensions.

The above is only a sampling of the insights and best communications practices gained from Dan and Katy’s conversation. To watch and listen to the 30-minute interview in its entirety, hop over to GoQuantive.com.

Catch the whole episode here:

For more information about how Audacia Strategies can help you own your message through big bold business changes, check out our one-page business overview. And if you’re new to the Audacia Strategies world, welcome! Please contact us to set up a discovery session so we can start strategizing about your best communications practices now.

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business goals

3 Big Investments We’re Doubling-Down On in 2019

January is a good month to take stock—or so my Marie Kondo-loving friends tell me. It really is a great time in the business cycle to think back over the past year, to consider what worked and what could have gone better, and to make business goals for the year ahead.

Here at Audacia Strategies, I’m feeling so much clarity around what types of organizations we serve and where we can add the most value for our clients. Now we can focus on thinking strategically about how to double-down on our biggest investments and accomplishments to bring even more value for our clients going forward.

Here’s a small window into our business goals for the coming year:

The Big 3 for Audacia in 2018

1. We became certified as a women-owned enterprise (WBE): It took the better part of the year to get the paperwork completed, filed, and to receive our certifications (one of our major 2018 business goals). But we are now officially a Woman-Owned Small Business or WOSB (in the eyes of the Federal Government). We are also nationally certified by the Women’s Business Enterprise National Council (WBENC) and received our CBE certification in D.C. We’ll receive additional state-level certifications soon.

Big InvestmentsThese certifications position Audacia to better support clients’ supplier diversity objectives, engage directly with federal, state, and local government initiatives, and support larger-scale projects with diverse financing requirements. Being woman-owned certified also gives us the opportunity to reach a broader audience. We are proud to participate in programs that support and encourage women to own businesses in industries where women have been historically underrepresented.

2. We helped our clients win new business: This is some of the most rewarding and satisfying work we do at Audacia. When our hard work and collaboration results in clients winning new business, there’s no doubt we’re delivering at a high level. This kind of feedback reaffirms that our systems and procedures are working.

For example:

  • We helped an EdTech client land 8 new clients in 9 months by reviewing the market and competitive landscape to develop their product launch strategy, message development, and activate an ongoing marketing strategy.
  • We helped a growing government contractor develop a message architecture and segmented stakeholder messaging strategy to leverage their government expertise to expand into adjacent commercial markets. As a result, they have already inked a strategic alignment contract with a major commercial provider in their space and are in discussions with others.
  • We prepared an established government contractor to attend their first investor conference in their 15-year history. Our team worked to develop investor messaging, (i.e., strategic rationale, value proposition, and investment case development) and an investor presentation for the firm. We trained leaders in Reg FD requirements and presentation delivery. And we equipped key executives to handle “live fire” investor Q&A.

3. We helped our clients get recognized for their innovation: Bringing an innovative product or service to market carries certain inherent risks. But having a strong team behind you to brainstorm ideas, challenge assumptions, and provide an additional perspective can mitigate these risks.

For example:

  • We developed the messaging strategy for an innovative nonprofit in the higher education space. Our client was highlighted as a key innovator in higher education by the U.S. Department of Education.
  • We supported the successful CEO transition of a 55-year old government contractor and the strategy to support the subsequent transformational realignment to more closely align the business with its strategic markets. The firm has achieved higher internal employee engagement and is ready to bring their refreshed message to current and new clients.

Looking Ahead to Our 2019 Business Goals

1. We will forge ahead with additional state-level certifications: This is key as Audacia looks to better support our clients as they, in turn, support their clients. Think: transformational systems implementations. This is not a new business area for us, but these certifications provide a new way for us to enable successful business transformations at all levels.

2. We will continue to support our clients biggest transformational moments/goals/ideas: In 2018 we had the opportunity to support c-suite transitions, mergers and acquisitions, new product launches, and new investor relations strategies. We also expanded and cultivated our network of business partnerships, so that in working with Audacia, our clients gain access to even more strategic resources. We’re going to continue that work in 2019 as we look to help even more companies get the biggest bang for their transformation buck.

3. We will show leadership in promoting corporate responsibility and effective crisis management: Now more than ever, our analyses show investors and stakeholders care about demonstrated success in corporate responsibility. It’s often difficult for firms to evaluate their own cultures and even more difficult to implement change without an outsider’s perspective. If this isn’t on the radar of your leadership, let’s get going and get you on track! This is of special interest for organizations eyeing mergers and acquisitions. Making a strong case in terms of the numbers, may not be enough for investors these days. We’re staying ahead of the game, bringing new service offerings in this area in 2019.

How are you looking to grow and transform in the new year? What big accomplishments and investments from 2018 are you doubling-down on? What business goals do you hope to achieve in 2019?

If Audacia can support you in your business goals, let’s find time to talk about your needs. Your first step is scheduling a 30-minute introductory call with yours truly. Let’s make your 2019 truly transformational!

Photo credit: Cathy Yeulet

reading

Reading, Listening, and Watching—What I’m Loving Right Now

It’s always fun to share and hear from others what they’re reading, listening, and watching. But in the frenzy of launching new products, bringing on new staff, and all the other things that go into growing our businesses, who has the time, right?

Fortunately, as we wrap up loose ends on 2018 and (hopefully) find ourselves with a bit of downtime, we have the headspace to expand our minds. I’ve been gathering the resources for my reading, listening, and watching pleasure on flights and quiet evenings by the fire. As you do the same, I thought you’d find this list beneficial.

Here’s what I’m reaching for in these moments of productive downtime:

Reading

True Story: My husband calls my Kindle my “boyfriend” because it’s always with me—when I travel, when I treat myself to a quiet lunch, and before bed. It’s my go-to. But the truth is a few years back, I noticed my attention span was dramatically shorter. After a bit of introspection, I found that I had stopped reading long-form materials in favor of reading email newsletters, social media, and skimming news articles. I made a commitment to read more and it has brought such joy into my life. I read across the spectrum—fiction, non-fiction, memoirs, cookbooks…you name it, I’ll read it. What should be on my list for 2019?

reading listening watchingHere are some of my favorite books from 2018 (plus, my favorite daily must reads):

1. Bad Blood

Nope, Bad Blood is not the lyrics to that TSwift earworm (you’re welcome!), but a real-life thriller that charts the rise and collapse of Theranos, the multibillion-dollar biotech startup. Wrapped in a page-turning package, there are many lessons to be learned about the importance of leadership, the role of the Board of Directors in governance, and the importance of a moral compass in maintaining the soul of a company as we tread more and more deeply into technology.

And you don’t have to take my word for it. Bill Gates recommends Bad Blood too.

2. The Everything Store

I was a bit “late to the party” in reading this book. It was initially published in 2013. However, it remains an insightful look into how the Goliath, better known as Amazon, came to be. More importantly, it’s a incisive look into the mind of Jeff Bezos—what makes him tick, his management style, and how he has shaped Amazon’s culture and strategy. In a time when we spend a lot of time and spill a lot of ink thinking about Amazon’s unprecedented growth, The Everything Store provides an interesting perspective. I found the book incredibly eye-opening as an Amazon customer, a global citizen, and as a business owner.

3. The Hate U Give

“What’s the point of having a voice if you’re gonna be silent in those moments you shouldn’t be?” — The Hate U Give

Fun fact: My mom spent over 20 years as a children’s librarian and is an absolutely voracious reader, so when she recommends a book, I listen. The Hate U Give isn’t a kids’ book though. It will speak to your teenagers, but it should be required reading for all of us. Profoundly moving, The Hate U Give handles gun violence, income inequality, a history of segregation, activism, and police brutality, while also managing to build in relatable, real-life characters and cozy, quippy family banter. Fans of the signature banter of Aaron Sorkin (see also: The West Wing) will appreciate the crisp dialog. I experienced a full range of emotions while reading this book. It made me think about the role of community, government policies, and how we can all do more to build safe communities. (Full disclosure: I haven’t seen the movie that came out this fall. But, even if you have seen the movie, I strongly recommend reading the book.)

Daily reading: (Note: I am not affiliated with any of the following website or brands, nor am I a sponsor. I’m just a fan.)

  • Axios Newsletters: Bullet points, easy to read, well-researched and cited. A great way to hit the morning headlines from major publications punctuated with outstanding commentary and  insight (subscribe here).

I read these almost every day:

  • Axios AM
  • Axios Edge
  • Pro Rata
  • Axios Sneak Peek (Sunday)

Listening

I’m a HUGE podcast fan. I listen to podcasts almost exclusively while I run and while I’m walking around D.C. There is just something about a great story—fiction or non-fiction. Here are a few of my favorites. What are you listening to these days?

1. The Pitch

If you like Shark Tank, you’ll enjoy The Pitch.

The Pitch puts you inside the room of a live pitch and then shares the behind-the-scenes details of what folks “really” thought and what happens after the pitch. It’s great for entrepreneurs, anyone working with entrepreneurs, or anyone responsible for selling anything… including themselves.

2. Planet Money

Planet Money is an NPR podcast that helps to make sense of the complexities of economics and the economy. They often use creative examples and in-depth reporting. For example, they made a t-shirt and traced the supply chain around the world, launched a satellite (one of my favorite episodes—totally fed my space geek side), and built an algorithmic trading Twitter bot.

3. How I Built This

Another NPR show, How I Built This has gained legions of fans and I’m one of them. You’ll hear straight from the founders how their companies came to be…and sometimes almost didn’t! AirBnB, Burton Snowboards, Whole Foods, StitchFix, Lyft, DryBar—you’ll hear from companies that we interact with or read about regularly. And you’ll hear about the genesis of the idea for the company, how they grew, got funded, what worked and what *almost* pulled them under.

Audio Book:

The Year of Yes: How to Dance It Out, Stand in the Sun, and Be Your Own Person

Stay with me here.

Yes, it has a very self-helpy title. It’s Okay. I promise. This is a super funny book. Don’t write it off. And…okay, technically, it is a book. But I listened to the audio version and I recommend that you do the same. Shonda Rhimes (the creator, head writer and executive producer—of Grey’s Anatomy, Private Practice, Scandal, How to Get Away with Murder, and several other shows) tells this compelling and laugh-out-loud funny story of how she stopped saying “no” to opportunities, started saying “yes,” and the changes that resulted. If you’ve ever felt like you needed a bit more “why not?” in your life, you will appreciate her story. And, if you have a commute this book will make your time on the road fly by.

Watching

Admittedly, I’m not great with television. I’ve watched my fair share of shows, but I’m not a good “binger” of television and I’m always behind on the latest and greatest. (Confession: I’ve never seen Breaking Bad…I think that might be a cultural crime at this point). But, I do have a few recommendations for shows that I found compelling this year. What did I miss?

1. Panic: The untold story of the 2008 financial crisis

With stellar reporting from the Vice team for HBO, this documentary tracks the financial crisis that took hold during the Fall of 2008 and provides real-talk about what caused the crisis and what happened behind the scenes as policy makers, legislators, and corporate titans attempted to avoid a global financial collapse. The creators managed to interview all of the key players in the 2008 financial crisis: Bernake, Paulson, Obama, Bush (W.), Dimon, Buffett, and many more. It’s well-researched, well-reported, watchable and very scary. This should be required viewing for all leaders and, especially, communicators. The lessons for crisis management and crisis communications are innumerable. Just watch it!  

2. The Marvelous Mrs. Maisel (Seasons 1 and 2)

I’m addicted to this show. In an era of dystopian dramas (and yes, I’ve watched many of those too), this show manages to be funny, optimistic, and timely all at once. The dialog is snappy and on point and Tony Shalub plays a pitch perfect role, as always. If you need a break from the drama of real life The Marvelous Mrs. Maisel is a wonderful way to escape for a bit.

3. The Greatest Package Theft Revenge of All Time

If you’ve ever had a package stolen, you’ll appreciate the karmic justice in this short video. And, if you’ve never had a package stolen (lucky you!), you’ll appreciate the engineering that went into this project. If you’ve ever wondered what NASA engineers do in their spare time, this is a must watch!

As you enjoy some much deserved R&R over the next couple of weeks, I hope you’ll spend some time with some inspirational and fun content. And I’m always looking for recommendations, so if you have any must-read, must-listen-to, or must-watch suggestions for me, please send them my way.

Happy Holidays from Audacia Strategies!

Photo credit: Alexander Raths

successful business growth strategy

Hindsight is 20/20!—Don’t Strategize for 2018 Without Revisiting the Lessons of 2017.

It’s a New Year, so we’re all busily strategizing for what’s to come. But to develop a truly successful business growth strategy, it’s also important to recognize the value of reflecting on the past. The wisdom here is captured by Henry Ford, when he says, “if you always do what you’ve always done, you’ll always get what you’ve always got.”

I’ve always tended toward action more than reflection both in life and in business. This is both a strength and a weakness. It means that I have to remind myself not to jump into a new “shiny” project just because my enthusiasm for a current project is waning. So with all the exciting ideas bubbling up at the beginning of the year, it’s crucial for me to keep myself grounded.

And I discovered that the best way to stay grounded and focused in my successful business growth strategy for 2018 is to start with the lessons 2017 have taught me.

If you’re anything like me, this approach could help you too. Start by writing down the big lessons of the past year and then go back to your 2018 goals with the clarity of hindsight. You’ll be amazed at what you see!

Key Lessons of 2017

Here’s what I’ve learned and how some of these lessons are shaping my plans for 2018:

1. Preparation Counts.

I worked with several clients in 2017 who were ready to Fire. Shoot. And then, Aim. For companies poised to grow, this is always tempting. But 2017 confirmed for me that doing the legwork to develop a plan and identifying your target market, goals, and objectives really pays off. Rather than simply spraying your resources around and hoping that something “sticks,” this measured approach works so much better.

The clients who took the time to do the work saw results that aligned with their goals, whether that was introducing a new CEO, launching a new line of business, or even determining that it was NOT the time to move forward with a new marketing strategy.

That said, give yourself a break. Know that you do have to move forward and make decisions. Not every plan needs to be 50 pages, single-spaced with cross-referenced research. Yes, planning is key, but don’t let the perfect be the enemy of good enough. Sometimes we hide behind planning and we never get to the doing. Here’s where my tendency for action is a real benefit.

How do you know when it’s enough? When do you have enough in place to make the first step, the first decision, the first statement? Always remember that no plan is etched in stone. There’s something to be said about failing quickly, so get out there. Do a pilot, A/B test your message, make your colleague listen to that sales pitch. Take action!

hindsight2. Add Strategy to Your Schedule.

This is one important lesson I learned in 2017 and one thing I’m focusing on in 2018. My business coach, Kimby Berger, President of HerCorner, first brought this to my attention when she asked, “Is your strategy in your schedule?” That question has been echoing in my mind ever since.

Building time to strategize into your weekly schedule is one of the best investments in the long-term growth of your business you can make. Whether that means blocking time for competitive analysis every week, reviewing your Google analytics, updating your content calendar—whatever that is—put it into your schedule and protect it in the same way you protect client meetings.

Strategize with your clients too. Clients often resist “yet another weekly meeting”—I know the feeling! But the key is to make sure these meetings have a purpose. For instance, would it be beneficial to review benchmarking data, discuss social media strategy, make sure that everyone is on the same page with messaging around a new product? Going around the horn to hear from the team is important, but beyond that, make sure meetings have purpose relevant to a successful business growth strategy.

3. Say It!! Say It!!!

Fans of Back to School may recognize the reference to Sam Kinison, playing Professor Ferguson, yelling in the face of Rodney Dangerfield in the classroom. And while I certainly don’t recommend taking anything like that approach in a professional setting, we can all relate to the frustration of wanting someone to get to the point and just say what he means already.

The lesson then: say the right words at the right time in the right place. But not too many and not too flowery. Everyone can see through the B.S. So just say what you mean. Own who you are and what you are doing.

We are working with a great client who was trying too hard to be all things and to use all the buzzwords in their website. The result? It’s difficult to figure out who they are and what they do. Now we’re stripping it all down and taking it back to basics. Our mantra: Just say it!

This is part of the successful business growth strategy for Audacia Strategies too. In fact, it’s one of our core values: “Simple is Better.” You don’t get any extra points for using more words than your competitors. We say what we mean—simply, clearly. In business communications, straight talk is so much better than poetry.

4. Try New Things.

Another lesson from 2017 that is informing my 2018 plans, both in life and in business is a focus on stepping outside of my comfort zone to try new things—I’ve always been a yoga-pilates kind of gal, so I’m making an effort to try some boot camp-style classes. It’s not the least bit comfortable, but the mindset shift has been immediate.

If I can step outside of my comfort zone, you can too! Try some new tools and techniques. One of our clients is using short videos—think Carpool Karaoke—to introduce employees to key company initiatives in a fun way. It has been incredibly well received (hooray for fewer broadcast messages and more human discussions!).

Another client considered raising funds through an ICO (Initial Coin Offering)—they ended up not doing it, but they allowed themselves to go down that path before making the decision. In so doing, they received valuable feedback that has reshaped their successful business growth strategy.

If you’ve read my earlier posts, you know that I love numbers! So I know how hard it is to try new things when we don’t have strong data to back up the decisions we make, especially when we’ve got to convince other stakeholders to go along with us. And I know lesson #4 seems to contradict #1, but there’s nothing wrong with allowing some “unknown” into your plan. Identify your key “unknowns,” gather the data that you can, and just try. Without trying new things, you can’t open new channels, new markets, or even entertain new ideas.

Closing Thoughts…

The key to using the past to inform the future is to take the time to learn the right lessons and apply those in the right ways. Unfortunately, this is no easy task.

If you tried branching out into a different social media channel to build a new audience in 2017, for example, and you didn’t see the return you were hoping for, this doesn’t mean that social channel will never work for you. It may mean that this channel calls for a different strategy or a different technique for building your list. Before giving up on a strategy entirely, make sure you have fully vetted it. This could include consulting with relevant experts to check your conclusions against their experiences.

Creating a successful business growth strategy is a lot like cooking up a dish to impress your friends. When a dish doesn’t turn out quite right the first time, your conclusion probably shouldn’t be that the recipe is flawed. You’ll want to consider whether you followed the recipe exactly, whether you used the right ingredients, and you may even want to consult with the best cook you know before you abandon the recipe for good.

What lessons did 2017 teach you? Is a big business transformation on the menu for your team in 2018? Audacia Strategies can help you find the right recipe for staying on track with your successful business growth strategy all year long. Contact us today!

Photo credit: stockasso / 123RF Stock Photo

sales and marketing

Tear Down This Wall! 3 Effective Ways to Bridge the Gap Between Sales and Marketing.

For as long as there has been a separation between sales and marketing, there has been hand-wringing over successfully transitioning leads from marketing to sales. Especially when things are not going well, the hand-wringing is quickly followed by finger-pointing (and sometimes other not-so-nice gestures).

It doesn’t have to be this way! Sales and Marketing are both more effective when they work together. But while it’s easy to see how the two should work together, it’s far from easy to make this the reality. Let’s discuss some of the more common obstacles and powerful ways to bridge the divide.

My Experience

Having been on both sides of this fence during my career, I understand all too well the obstacles that prevent an integrated approach. But I have also learned along the way that we’re more likely to see success when everyone concentrates on sidestepping the major pitfalls to cooperation.

I started my career embedded with a B2G sales team and I still believe it was the best place for me to get my feet wet because:

1. Selling to government agencies forced me to think externally.

Coming from the private sector, I really had to work to understand our customers’ needs. Because market dynamics among private businesses are so different from market dynamics among government agencies, there was a steep learning curve. I spent a lot of time researching the industry, so that I could understand my customers better.

2. It taught me that the sales process doesn’t happen overnight.

When you first learn the ropes in sales, there’s a lot of talk about human psychology. The “tricks of the trade” are all about learning the right techniques to help you push all the right emotional buttons and close the deal. There’s also a lot of mystique built up around sales phenoms who can “sell sand in the desert” or whatever your preferred euphemism.

I quickly learned to set aside a lot of this conventional wisdom. I learned that sales is more about trust than trickery and that this holds true whether you are selling an aircraft, business software, or laundry detergent. Building trust-based relationships in B2G, B2C, or B2B requires cultivation.

3. I learned that being effective in business takes a team.

Cliche, but true. Not only did our sales team need to cooperate, but we also needed support from finance, pricing, contracts, operations/delivery, and communications/marketing. A successful customer approach requires more than the right technical solution. It also has to be priced correctly, with a mutually beneficial contract, and a solid plan for customer implementation.

Obstacles to Sales and Marketing Integration

Since those early years, I’ve talked with so many colleagues and clients who struggle with implementing an integrated approach to sales and marketing. I’ve noticed a few common patterns as well as a few common solutions.

My observations from the trenches and a few thoughts on what worked to overcome these common obstacles:

1. Silo’d departments.

Sales and marketing too often run on parallel paths. While there may be the occasional shout out across the cavern to make sure the language is consistent, most of the time, corporate marketing messages and tactics seem a world away from the needs of the sales team.

What helps: Share plans and ask for feedback.

While in sales, I spent a lot of time frustrated that my marketing team “didn’t get” what we needed to really sell. The truth was we hadn’t shared what we needed and they hadn’t asked what we were trying to accomplish. We assumed someone else had shared our goals or that they would instinctively know what we needed. They asked specific questions about markets for advertising placements or trade show investments, but not about bigger goals.

Later, when I was leading a marketing team, I spent a lot of time sharing our marketing plan for the year, asking for feedback, and asking “why” to get to the business goals we were trying to accomplish. For example, I would ask, “Why are we going to ABC trade show?” If the answer was, “because that’s what we’ve always done,” that was a red flag to me.

By the way, my team reduced trade show costs by over 30% and improved individual event ROI in 15 months, just by asking this question about every show.

2. Lack of shared goals at the working level.

Generally speaking, leaders have common incentives based on their shared understanding of business success. Generally speaking, leaders do a good job of communicating sales goals too. It’s fairly clear: orders, sales, profit. But communications can break down at the level of aligning marketing and sales to help everyone meet their goals.

What helps: Finding and communicating shared goals.

As a marketing leader, I would sit with our sales team(s) to understand their goals and align my operations and goals to support them. Then, I would communicate those goals to my team. I would also try to draw clear lines from the company’s mission and corporate-wide goals to each individual’s role.

Knowing the tactical goals made it easier to help each other. These goals go beyond sales and marketing alignment to internally communicating key metrics to help keep things real. In addition to keeping everyone on the same page and holding them accountable for their roles, sharing metrics that are reflective of goals, provides an effective way to share progress throughout the year.

3. Lack of trust.

This one is a bit soft and squishy, but those trust-based relationships (see above) are just as important to internal communications as they are to external communications. Marketers often view salespeople as “cowboys” shooting from the hip. Salespeople often view marketers as stuffy “PowerPoint junkies,” who can’t have a conversation without pointing to a chart.

What helps: Getting away from your office/cubicle/desk.

I’ve found that regularly attending already scheduled staff meetings is a great way for both sales and marketing to hear about the “real” work, as well as get a better sense for how to support, engage, and share fresh perspectives. It’s always useful to hear a fresh take on the market, your competition, or other issues facing your industry.

It’s human nature. The more you hear from others about their reasoning and approach to a particular challenge, the more you will begin to trust their judgment. Trust is key to figuring out how to work together.

So, invite a coworker in another department to Get coffee… Go to lunch… Go for a walk. And ask what they’re up to, what their biggest challenges are, and how you might be able to help.

With sales and marketing on the same page, you will see the hand-wringing and the finger-pointing put to rest. It’s challenging to find an integrated approach that works, but the results speak for themselves.

We have the experience, the patience, and the audacity to break down unnecessary barriers to business success at Audacia. If your sales and marketing teams could use some fine-tuning, give us a call. We’re always game to Get coffee… Go to lunch… Or Go for a walk!

 

Photo credit: rido / 123RF Stock Photo