The Practical CMO by Chief Outsiders

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Leadership: Inspiring People to Be Their Best

Major General Craig Whelden on The Practical CMO

When you boil down the model for successful leadership, what do you have? Do those key aspects of leadership translate from military to public companies? And is it possible to share practical guidance to help developing leaders grow?

In this podcast, I’ll be discussing these and related topics with Craig Whelden--a retired Major General in the U.S. Army. Craig also served as a senior executive for nine years in the U.S. Marine Corps. If you are aware of the cultural differences between these two service branches, you’ll understand just how unique Craig is in bringing his leadership model successfully to both.

Craig is an in-demand speaker and author on leadership. He brings a unique perspective built on practical guidance based on his own experiences and learning. And you’ll see that one of Craig’s characteristics is being authentic. It’s not just the situations which went well which polished Craig’s leadership model—it’s situations which turned out very differently than expected.

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Pricing with Daring Caution

Bob Sherlock is our guest on The Practical CMO hosted by Mark Coronna

What is it about pricing that appears daunting? Is it that it seems a strange mix of art and science which itself is intimidating? Is it a challenge because we lack the data from customers and competitors required to make high confidence decisions? Is it because we don’t have the courage to match our pricing with the value we provide? Or is it because we fear making a decision which may have unfortunate negative consequences on our business?

An effective pricing strategy may appear like the holy grail, but businesses need competitive pricing which matches their value propositions and is effective in their core markets.

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Transformational Growth -Time to Consider?

Anil Singh Chief Outsiders - Transformational Growth

There are many ways to approach growth. Some businesses think incrementally about building off their core revenues and current customers. Others are a bit more ambitious and think one- or two-years out and focus on bringing existing products and services to new adjacent markets. Still fewer other businesses think more openly about growth as transforming their existing business model or starting new businesses which could add significant revenue and profit streams. So, do you pick one, some, or all of the above forms of growth?

Transformational growth seems challenging and risky, so why consider it? In this program, we’ll discuss what it involves, when you should consider it, and how to proactively manage it to improve results and reduce risks.

This is a big topic, and for this show, we are going to focus on answering two questions: WHY and WHEN. We feel every business leader who wants to consider a change should first start with an understanding of WHY and WHEN to consider transformational growth.

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GET MOVING - The Two Most Important Words You Need to Know


There is plenty of free advice on how and what to do to manage your business through and out of the health crisis. Some of it is getting recycled pretty regularly and is starting to seem stale. I recently met Kyle Arneson when we participated in an “expert roundtable” and found Kyle’s guidance incredibly fresh and empowering. Building on his USMC background, Kyle attacks challenges just like you’d expect from a tenacious Marine. Kyle’s focus certainly encompasses best practices in planning and execution, but his focus is on business leadership—in fact, just how well leadership sets the agenda and pace.

When times are tough, the best business leaders run toward the challenge. Many won’t even use the word “challenge” to describe our current situation. They call it a “once in a lifetime opportunity.”

Does that surprise you? Listen in to learn more.

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Outperform Your Market: Embedding Horizon Growth Into Your Management Process

Tom Sween is Mark Coronna's guest on The Practical CMO

Two companies may take the same business processes or tools and adopt and implement them totally differently. Sometimes, there’s no “better or worse,” it’s more about making these tools and processes work best for you. 

Here’s an example. There are many ways small- and mid-sized businesses implement EOS/Traction management disciplines. Some use formal implementers, some contract with part-time integrators, and some try to do the whole thing themselves. Any of these approaches can work, as long as you embed the discipline into your ongoing management processes.

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“Internal” Networking - Your Key to Communication Success

Graham Dobbin on The Practical CMO with host Mark Coronna

Even the smallest companies can be challenged by poor internal communications. Fortune- sized enterprises? Sure. But small- and mid-sized business? Yes, it happens too often in these businesses. You might ask how and why that can happen when you have an employee base of less than 200 and everyone works in the same facility. I asked that question after observing poor communications--and the negative effects of having a workforce which is not aligned--hurt business performance—over and over.

Today’s approach to the topic of “failure to communicate” will explore an innovative way to improve communications—focusing on building an “internal” network.

Additional resources referred to in this program can be found here.

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Core Reasons for Poor Alignment of Sales & Marketing

Bob Lambert Part 2



This is a continuation of the conversation with Bob Lambert of Samurai Business Group, LLC. We pick up with Bob talking about the reasons poor alignment happens. He says there must be three things in place:

Understanding the goal - a clear view of your future.

Getting a strategy alignment supporting that goal

Understanding and accepting the role each person plays to get there.

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What Happens When Sales & Marketing Collaborate, and What Happens When They Don’t?

Bob J Lambert - Founding Partner Samurai Business Group


The dual challenges to both understanding the differences between Sales and Marketing and then align them for the benefit of your business don’t seem to be easy to resolve. For years, one of the most downloaded articles offered by Chief Outsiders has been the piece titled “What’s the Difference Between Sales and Marketing?”

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Challenges and Best Practices in Securing Investment Capital - An Investor’s Perspective


This program is the second of a two-part series where we explore the challenges and best practices in securing the investment capital required to continue growth. We’ve been exploring challenges and best practices from two stakeholder points of view: corporate CEOs and investors. In this podcast, we’re exploring the investor’s point of view. While capital availability is always a timely topic, it is perhaps even more timely today. As the economy recovers, having ready access to expansion capital to take advantage of economic tailwinds will be critical to many businesses.

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Challenges and Best Practices in Securing Investment Capital - A CEO’s Perspective



This program is part of a two-part series where we explore challenges and best practices in securing investment capital required to continue growth. I thought it would be interesting to explore these challenges and best practices from the perspective of two stakeholders: corporate CEOs and investors. While capital availability is always a timely topic, it is perhaps even more so today as accessing the capital required for business expansion post the current economic crisis will be critical to many businesses.

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