What’s your getaway pleasure? In the summer heat, I want to be on the lake – it makes me feel insulated, safe, and at peace. As we see economic re-openings progressing (and regressing) across the continent, it feels like waves rolling in and out on a windy day. So while you read on, listen to some Weezer, and let’s all think about our own island in the sun.

Here is what the experts are saying, and some takeaways from the past week:

A New Revenue Framework

Where do you go from here? TOPO’s three-phase strategic framework for revenue growth helps companies come back from a crisis event with a plan to scale for growth.

  • Phase 1: Stabilize. Recognize the severity of the crisis and respond.
  • Phase 2: Reinvent. After emergency measures, adapt to the new reality.
  • Phase 3: Grow. Accelerate growth as conditions improve.

While we all hope we’re experiencing a once-in-a-lifetime event that will never be repeated, realistically there will always be bumps in the road. It’s important to identify where you are and how to move forward – to get to your island!

Bury the Lead

From the early days in my enterprise software career, I’ve always been taught to focus on selling and marketing to the account – and not solely to the individual! And at Virtual Causeway, we’ve always been evangelists of all things ‘ABM’ with our clients. According to SiriusDecisions, burying the lead means that B2B marketers must change and no longer focus on individuals. The focus needs to be on the buying group that makes the purchasing decision.

How do you do that? For one thing: it’s all about revenue, so focus on sales opportunities and align your marketing and sales around that concept. Same vision, same goals.

Just Ask: What Fans Think of Online Concerts

Online concerts have gone mainstream, but what do fans really think? Show4me is a platform that provides concert streaming and online show ticketing capabilities. They reached out to fans and asked what could be improved at online events – and they identified some key aspects (energy, technology, interaction, and engagement) that can be applied to YOUR next B2B event!

I’ve learned that when you’re traveling unfamiliar waters, you can be surprised by what you discover. We’re definitely in the deeper waters now. I hope you found some ideas here to help you navigate your course.

As always, don’t hesitate to call me to brainstorm or ask how I can help.

Looking forward,

Rick Endrulat | President | Virtual Causeway | 519.866.1600 x622