Beyond the Sales Process 

by Mike Hunter

The average executive spends less than 5 percent of his time engaged in the buying of products and services. This means that in this post-recession business environment, sales professionals who focus solely on the moment of the sale have made a fatal miscalculation. Featuring instructional case studies from companies that include Hilton Worldwide, Merck and… [More]

Advocate Marketing

by Mike Hunter

This book shows CMOs, business development leaders, customer success professionals and sales executives exactly how to leverage this powerful approach. Barbara Thomas helps readers make the business case, outlines the strategic requirements, and presents powerful best practices and case studies. Learn from the experience of recognized leaders in advocacy marketing, from Intel and Citrix to… [More]

Outside Help

by Julie Iacobelli

There are plenty of reasons why nonprofit organizations seek the expertise of consulting firms. They may face financial uncertainty, a major fundraising campaign, an extended project or leadership changes that would benefit from a third party’s professional insight. Additionally, they may seek counsel during program or organizational expansion to help identify and align new opportunities.… [More]

Coaching for Fundraising Success

by Richard Tollefson

Though they possess innate fundraising instincts and a passion for their nonprofit missions, Kristin Priscella and Annet Ruiter admit they weren’t necessarily born fundraisers. Priscella, Arizona Science Center’s chief operating officer for external affairs, started within her organization in a marketing capacity. Ruiter, vice president of external affairs for Planned Parenthood Arizona Inc. and Planned… [More]

Multicultural Marketing and a Changing Mainstream

by Mike Hunter

Without doubt, the multicultural market in the United States is an increasingly powerful consumer. Research by Geoscape, the leader in business intelligence across the multicultural market, shows Hispanics currently represent 18 percent of American households but were responsible for nearly half of the growth in consumer spending from 2013 to 2014. Between Asian-American and Hispanic… [More]

The Marketing Plan Handbook

by Mike Hunter

Marketing expert Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks to reveal the critical steps a businessperson needs to cross over from business owner to marketplace competitor. Dishing bite-sized lessons, supported by in-chapter exercises and end-of-chapter actions, Bly coaches the reader in creating an effective marketing plan that produces… [More]

The Value of Professional Interim Management

by Cassandra Larsen and Deborah Whitehurst

Nonprofits that have lost a leader — to retirement, a career move, or even termination — often feel an urgency to find an immediate replacement. This is, in many cases, a misguided strategy, says Linda Lyman, nonprofit consultant and retired president and CEO of New Pathways for Youth. “For a board that is feeling pressured… [More]

The Challenger Customer

by Mike Hunter

Picture your ideal customer: collegial, eager to meet with you, and ready to champion your products across the organization. It turns out that’s the last person you should be pitching. The need to understand how customers make their decisions, especially when it comes to selling large-scale, business-to-business solutions, drove the author team behind The Challenger… [More]

The Importance of Market Research 

by Richard Tollefson

It’s no secret that corporations reap great dividends by conducting market research. They use facts and figures and focus-group results to develop products, explore new markets, test messaging and establish brand positioning. Nonprofits, however, haven’t typically been as quick to embrace market research, often relying instead on tradition, assumption, staff experience and “feel.” Myra Garcia,… [More]

Louder than Words

by Mike Hunter

There has never been a better time to build an audience around one’s idea or product. But with so many people and companies clamoring for attention, it’s also more challenging than ever to do work that deeply resonates with the marketplace and creates true and lasting impact. According to Todd Henry, the key to standing… [More]