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MCCC Blog

Click Here to submit an article for our blog. 
Note: The views and opinions expressed here are those of the authors and do not necessarily reflect the position of the Morris County Chamber of Commerce.

Reflection and Planning: Setting the Stage for Growth

1/23/2025

 
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By Laura Crothers, Crothers Consulting
​As we step into a new year, there’s something powerful about taking a moment to pause and reflect. In the rush of daily tasks and deadlines, it’s easy to keep moving forward without stopping to take stock of where we’ve been. But I’ve found that the most meaningful growth—both for individuals and organizations—happens when we take the time to reflect on the past and thoughtfully plan. 

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Mastering Business Continuity: 4 Essential Steps

11/27/2024

 
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By Gennifer Biggs, Exigent Technologies
The statistics are clear: When a major disruption impacts an organization, 40% of small businesses never reopen, and an additional 25% that manage to reopen end up failing within the year. That means safeguarding your company against disruptions is not merely a matter of choice; it's a strategic imperative. While backup and disaster recovery (BDR) solutions are vital components, they represent only a segment of the broader framework known as business continuity planning (BCP). 

Read More

Getting The Most from Your Broker Or Investment Banker When Selling Your Business

4/27/2023

 
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By Norman D. Kallen, Brown Moskowitz & Kallen, P.C.

Selling a business can be a complex and daunting task, and having a broker or investment banker to guide you through the process can be invaluable.

Here are some tips to help you get the most out of your broker or investment banker.

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How a Small Business Can Boost Strengths

8/8/2022

 
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By Jennifer Musser, JLM & Associates Consulting, LLC
Small business owners share many strengths. However, when we intentionally prioritize, delegate, and execute we don’t personally have to excel at all facets and details of running a business. Think back to prior jobs or schooling when we weren’t expected to specialize in everything. This concept applies to entrepreneurship. 

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The Future of Work – Again

5/11/2021

 
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by Chris Reardon

While business leaders everywhere are asking what will be the future of work in a post-COVID world, one workplace expert maintains we have been through this before and simply need to adapt as we have in the past. Bhushan Sethi, global head of people and organization for PwC, recently spoke about the future of work and what it will look like after the pandemic passes at a virtual forum hosted by the chamber.

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Trends Accelerated by Tech Enablers for SMB

10/28/2020

 
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by Vijay Vedanabhatla, Entersoft US LLC
Small and Midsize Businesses (SMB) continue to balance short term revenue and long-term value. We see multiple trends accelerated by technology enablers that can help SMBs and expect the following to persist.

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8 Steps Every Small Business Should Do Now to Prepare for Post Covid-19

5/1/2020

 
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By: Steve Lauterback, Lauterback Consulting
​
If you are like most business owners, one of your primary concerns is correctly guessing what the business climate will be like when the health emergency subsides. Habits, personal pursuits, and relationships will all likely be affected in some way. These unexplored realities will have an impact on you and your business. If you take the time now, while we are in this state of global intermission, to fully prepare for what is next, your company will enjoy a substantial competitive advantage.

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Cybercriminals Are Counting on You Letting Your Guard Down During This Global Pandemic – Here’s How to Stop Them

5/1/2020

 
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By: Cathy Coloff, IT Radix
Cybercriminals and hackers know there’s no better time to strike than during a global crisis.  While you are distracted and spending your time trying to make sense of this new normal, they are finding new ways into your IT network so they can steal data and passwords, compromise your clients’ private information and even demand large ransoms.  

Here are solutions you can implement now to help protect your business data, money and productivity.

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Cowboy Up! Protecting Your Business from Data Breaches

11/21/2019

 
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Author: Patrice Schaffer, navitend

​​The saying “Cowboy Up” generally means to be tougher or more resilient in the face of difficult circumstances. It can also mean to prepare to act on something about to immediately occur. And, when it comes to protecting your business from data breaches, it may be time for your company to “Cowboy Up” and implement some simple solutions that help mitigate risks and protect confidential information.


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Creating Additional Revenue Streams from Within

10/25/2019

 
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Author: Allan Berger, Berger Business Advisors, 
[email protected]​


Additional potential revenue streams exist in every business.  They are hidden within the capabilities of the firm.  The challenge is finding and turning them into new products and services.  Most businesses are not structured or focused to discover or develop them.  As a result, sales don’t materialize.  This does not have to be the case.  


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3 Steps to an Integrated Sales & Marketing Strategy

9/26/2019

 
Rachel DurkanRachel Durkan
Founder & President
Paradigm Marketing & Design
[email protected]
In the age of digital everything, the average consumer’s approach to buying has been completely reimagined. No longer do consumers react favorably to the once tried and true sales models of yesteryear, when sales teams would rely almost exclusively on tactics like phone calls and conferences to facilitate transactions. These days, the sales funnel is tied much more closely to marketing – a technique that aims to build and sustain customer loyalty by creating an inviting and engaging user experience at every touch.
 
When it comes down to it, sales and marketing have a lot in common, perhaps most notably that both directly impact lead generation and revenue. The biggest difference, however, is that marketing is defined as the process of getting people interested in the goods and services being sold, whereas sales refers to all activities that lead up to the direct selling of those products. The most successful businesses, therefore, are the ones that understand the nuances and are open to implementing a strategy that integrates elements from both sides.
 
What does sales and marketing integration look like?
Sales and marketing integration starts with collaboration. When sales and marketing teams work together instead of as separate entities, the sales process becomes significantly easier for everyone from start to finish. The marketing team’s job is to ensure that the consumer is already educated in your brand – and has had several positive touches related to the brand ­ – before ever making any sort of contact with a salesperson. This approach has been shown to make the sales process more likely to be successful and more efficient because:
  • There’s no confusion. The marketing team makes only promises that they know the sales team can keep, and consumers understand exactly what they can expect out of your brand.
  • Consumer needs are better met. The sales team works directly with consumers every day, which gives them unique insights into your patrons’ most pressing pain points. When your sales team shares that valuable data with your marketing team, the marketing team can repurpose it into strategies that will resonate more efficiently with your customers.
  • The lead process flows more smoothly. It takes a deliberately calculated approach to pull someone from “interested prospect” to “satisfied customer.” Often, marketing teams can help provide sales teams with the data and tools they need to help nurture customer relationships until a sale is ready to be made.
  • Everyone shares the same goals. The sales team’s goals become the marketing team’s goals, and vice versa – and that means that, ultimately, everyone is working toward the overall good of the company.
 
Sales and Marketing Integration: A 3-Step Process
At Paradigm, we believe that both sales and marketing should operate with the same two goals in mind: brand building and maximizing ROI. Many companies are at least familiar with ROI – measuring how much has been gained or lost on an investment, relative to the amount of resources invested – because those numbers are a direct indicator of the company’s overall profitability. But brand building – and measuring the success of a brand building campaign – can be much trickier, especially for small businesses. The effort usually pays off, though, because once a strong brand building strategy has been executed, your job as a marketer or salesperson becomes easier over time.
 
We measure brand building by identifying and then measuring Key Performance Indicators (KPIs), which can be things like email list growth with quality leads (example: if we grow an email list by 50% but see the open rate decrease significantly, we know those were poor leads); social media mentions, follows and engagement; and website hits, time spent on the site, etc. 
 
Once everyone is on the same page and working toward the same brand building and ROI goals, there are three steps to follow for effectively integrating your sales and marketing teams:

  1. Set Up Your Funnels
    Your marketing or sales funnel represents the ideal customer journey – from the awareness stage (when they are first learning about your brand) all the way to the purchase stage (when they buy your product or service). By defining each level of your funnel, both the marketing and sales teams can identify their roles within the process and what is required of them during each stage.
  2. Create a Cohesive Messaging Strategy
    Your business message should be concise and reinforced with every touch. If it is not communicated appropriately even one time – such as with a bad experience or via a grumpy salesperson – it can kill the entire process. By integrating your salespeople into your marketing efforts, it makes those team members equally as responsible for reinforcing your message as the marketing team members who wrote it.
  3. Intermingle Marketing and Sales Data  
    Marketing experts have found that it takes between nine and 13 touches to reach your audience. With no other qualifying information, it can be difficult to identify exactly which of those touches or actions closed a sale. But by combining sales data with marketing data and viewing both sets of data in relation to each other, you get to see a much fuller picture of what’s working and what’s not. 
 
Sales and marketing integration is a process that takes time; it’s not going to happen overnight. But once both teams begin working together to drive home your brand and maximize ROI, you’re likely to see significant improvements in your efficiency and effectiveness at closing deals.
 
For more detailed tips on how to integrate your own sales and marketing teams, contact Paradigm Marketing and Design today to schedule a consultation. 

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    Please Note: The views and opinions expressed here are those of the authors and do not necessarily reflect the position of the Morris County Chamber of Commerce.
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