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Blog / ChangeThis

Analytical Marketing Will Deliver for Your Customers

By Porchlight

"While moving the revenue needle is still a critical benchmark for many modern marketers, our positions are no longer solely about supporting a sales team with the basics. Naturally, marketing tactics have become more sophisticated, but our roles have really been redefined by the value of one word: data. By collecting and analyzing data, marketers can know if what we're doing makes an impact. We can point directly to why specific offers, emails, or thought leadership works (or doesn't work) for our customers. If your marketing organization is still just sales support, you're getting left behind. Not only are modern, data-driven marketers driving sales, we're monitoring or shaping a customer's experience with our brand."

Categories: changethis

October 05, 2016

Blog / ChangeThis

"Bankers Are 'Only' Motivated By Money" (And Other Ways Organizations Domesticate Us)

By Porchlight

"How do you shift the behaviour of bankers. This was the subject of a conversation. All of the people involved had considerably more experience in financial services than me, so their perspectives were particularly striking. The low point of the conversation happened when one of them said this: 'Bankers are only motivated by money. It is the only way we know how to get people in banking to do things. ' Now, I know some bankers, and count a number of them as friends. Watching them at soccer games and birthday parties, I'm struck by the fact that they're not "only" motivated by money (unless that child with the dirty nappy was slipping them some cash on the side). But this conversation reveals a more vexing problem: Organizations domesticate people. Like Pavlov and his dogs, we are trained to discrete patterns of responses in organizations. It is not flattering, but I would propose it is a reality we don't understand, nor take advantage of: organizations domesticate people to certain ways of working.

Categories: changethis

October 05, 2016

Blog / ChangeThis

Redefining ROI: Investing in your Return On Integrity

By Porchlight

"It has always amazed me how large trees can weather the most intense storms. Their root system provides enduring strength, and it helps them stand strong in the best and worst of circumstances. Our core is like the root system of a tree. Among people, leaders are no different. It is our core that gives us the strength to lead. It enables us to endure the onslaught of daily storms and sustained periods of challenge. A strong core also enables us to manage our ego in the midst of wild success. A strong core holds us tight. If we are without a defined core, we likely hold tight to weak substitutes called attachments. These attachments come in many forms. Sometimes they are rules, policies, or procedures. Other times they are titles, positions, or power itself. For some, attachments are cliquish relationships. Attachments are the fertile ground where sacred cows are born. When we cling to attachments we tend to hold on to everything. Yet embracing your core values allows you to give confidently. There is a great difference between the impact of attachments and the impact of living one's core values; the results couldn't be further apart.

Categories: changethis

October 05, 2016