As of today, you’ve likely:
Hired several marketing experts
Purchased technology to solve a problem
Relied on paid channels to drive business
Hired sales people
Tried to figure it out yourself
Avoided investing in marketing altogether
What if you could:
Know what marketing will work best for your business
Could hire vendors that sell what you need, not what they do
Knew just how much to spend this year; and what can wait till next
When I came to the Lab, I knew what I wanted my revenue to be. I knew how many new clients I wanted. But, I didn't really know what the business was going to look like.
The Lab helped me hone in on exactly the things that needed to be solved.
What I really loved about it was the systematic approach. A building blocks approach to marketing strategy and a plan as opposed to "let's write some cool stuff and throw it out there and see if it works."
For me, the resistance was: do I have time to do the Lab? I found myself falling back on: "I'm a small company, I don't know if I'm going to have the budget to do the things I'm learning here."
But then I thought: If I don't do it, I'll never grow.
Stages Planning Group
When it comes to articulating our own strengths, it's just very hard. It just doesn't come naturally.
I had a very long corporate career and also I worked in higher ed. I did a lot of program management: program director and operations.
The idea of leaving it in the hands of the CEO is very compelling. I'm all alone in this, so now I have smart people at my back. And I'm no longer wishing: if I only had a roadmap.
It was really good to have other senior people to bounce ideas off of so that you end up confirming your own thinking.
The Lab offered a structure and a way to look at things to evaluate what we're going to focus on. Because I can't focus on the world. It helped me commit to focusing on this part of my business today, because otherwise you end up chasing your tail and getting nothing done.
The Lab helped us prioritize what we should be focusing on, in what order. And then once that's done. Let's come up with the next list of priorities and how we're going to work through those.
By the end we saw where all of the pieces fit in and like anything else in life you pick and choose the things that work for you and are applicable to us.
I was a very studious student. When I came to the Lab prepared, we were able to really dive in and improve where things needed to be improved - for our business, not everyone else's.
When you build the skills in the Lab, it's like being your own personal trainer.
As Ilene's favorite quote goes: "It's hard to see the label when you're inside the jar," this is the bitter truth when you get so close to the project.
I was so eager to get marketing tactics rolling, we fell into the trap of "Spray and Pray" marketing.
The Lab was an incredible wake up call that allowed us to take a step back, reevaluate our actions and create a strategic roadmap which became a much larger, but more productive, undertaking.
We were able to find the "blue ocean" and now are very excited for the future results.
Founder and CEO
Nano Web Group
I honestly felt that a marketing person was going to have expectations that we knew what we wanted. And we didn't.
We did hire a company to set appointments and generate leads for us. And again, the first thing they said was, who's your ideal customer? What's your messaging? Who are you targeting? What are you going to offer. Again, we were having the same conversation.
When we read about the Lab, it was the "marketing by accident" message that got to me, because that's exactly how I felt.
We have all these tools, we have all these buzzwords, we have these ideas, we don't know how to put it all together strategically and execute it.
That's what we learned how to do in the Lab; not just me as the CEO, but my team as well.