You can learn more about Ruth’s book here: “opt-in” and why this is not just the correct legal position but the appropriate one for B2B marketing leaders to consider.įinally, we talk about new types of data sets like intent data, along with a host of other topics. We also talk about why she is “opt-out” vs.
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Second, we cover some thorny problems, out of a full set of 20+ in the book, that bedevils anyone who tries to deal with B2B data. Ruth and I chat about several important topics.įirst, we tackle the challenge of data degradation. When the rate of change on nearly any customer or prospect data set is 4% to 6% per month, all companies have to address the problem, this presents. On today’s episode, I chat with Ruth Stevens, who has spent the last 20 years helping enterprise and mid-market companies take better care of their data. Ruth has also co-authored an excellent book on the subject named B2B Data-Driven: Marketing, Sources, Uses, and Results. If you don’t take care of your data, your marketing campaigns will have a lower ROI, sales teams will be starved for leads, and your company will miss it’s revenue targets. Telling executives the truths they don’t want to hear but need to hear. Why an executive should link their strategy to their company’s budget. A few words on Millennials and intergenerational connection. Organizational ‘compression’ and strategic thinking. The dizzying dynamics of managing and leveraging portfolios. Managing the competitive context for executives.
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Ron’s professional background and his current work with Navalent.
The crux of the episode-to borrow Ron’s phrase-is the ‘altitude sickness’ that all "rising" executives come across.Įxamples of this altitude sickness are: ineffective use of power, effective and ineffective communication and organization design, as well as how effectively they are looking at the competitive landscape to leverage that information and make their organizations more profitable, successful spaces. We tackle both the book and the HBR article in this interview. His Harvard Business Review article “Executives Fail to Execute Strategy Because They’re Too Internally Focused” put him our radar and led us to his fantastic book, Rising to Power. Today’s guest is Ron Carucci, Cofounder and Managing Partner at Navalent, a company that works with CEOs and Executives who are pursuing transformational change. An approach for narrowing down your usage of jargon. Why shortening the length of your document is a good idea. What the meaning ratio means when writing great content. How we got to the current standard of communication in our professional lives. The importance of strong titles and file names. Josh’s background and his first insights into useful, clear writing. This episode centers on different examples of how people can improve their business writing, report writing, and emails, alongside many other great writing topics. Most importantly, due to Josh’s background in the technology sector, he has a lot of history with an industry that produces arguably the most jargon, poorly written emails, blog posts, and messaging of any business sector. The book is focused on making everyone a better writer in business. Josh Bernoff is the author of a stellar book called Writing Without B******t: Boost Your Career by Saying What You Mean.
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