Marketing

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Well, Dear Readers, my new book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy, is finally out there - in print and in ebook form, available everywhere (including Amazon, of course).

I wanted you to know what the book contains and what it can do for you.

Not like all the others

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I have just finished interviewing about 25 top execs running system integrator companies. Some are doing well, some aren’t. But one thing they all had in common: a desire to differentiate themselves, and no clue as to how to do it.

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Yes, 'tis the season - a season I dearly love. And this article is definitely related. It's actually about what really matters, in business. Your business. My business. Everybody's business.

See, I love business. The more I'm in business, the more I'm in love with business. I love what businesses do for people.

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If the business world were a neighborhood, marketers would be the ones with the nice house and a manicured garden. They would be social, but in a well-dressed, somewhat formal kind of way. Marketers are, on the whole, somewhat reserved. Their job is to show the good sides of a company, and control the "messaging" associated with the company. The public face.

It was pretty easy to control that message back in the stone age of traditional one-way marketing, before the web. It was even pretty easy to control that message after the web and email marketing settled in. If marketing was a party, the party was still dignified and respectable.

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Today, there is a sense of things changing so radically that nothing will ever be the same. People believe we are in the midst of a big change, to the point where some are even preparing for an "escape," should one be needed.

I'm not talking about fringe survivalists. I'm talking about the types of people I work with every day: CEOs and entrepreneurs. People who run successful companies, people with employees and families and mortgages.

They are, in a word, decidedly unpeaceful right now. They are concerned, fearful, hesitant. They're still running their businesses, but at the same time, constantly looking over their shoulders or out to the horizon, trying to figure out what is going to happen next.