Linda's Marketing Leverage Blog

Join Now: How the New Membership Economy Affects Marketers

Robbie Kellman Baxter
Founder, Peninsula Strategies LLC
www.peninsulastrategies.com


Robbie Kellman Baxter founder of strategy consulting firm, Peninsula Strategy, is the author of the Amazon Hot New Release, The Membership Economy: Find Your Superusers, Master the Forever Transaction and Build Recurring Revenue. She has worked with clients in more than 20 industries, and has served as a New York City Urban Fellow, a consultant at Booz Allen & Hamilton and a Silicon Valley product marketer.

In this podcast, Robbie discusses how today’s technology enables businesses of all types to move towards a membership model that focuses on access vs. ownership and relationship instead of transactions. She also talks about how the membership economy changes the acquisition funnel and why this new business model is relevant for all organizations, including B2B companies.

---

Listen to this podcast.

---

In Plain Sight: The Important Leaders We Often Don't See

Scott Edinger
Founder, Edinger Consulting Group
www.edingergroup.com


Scott Edinger is recognized as an expert in helping organizations achieve top and bottom line growth. He has worked with leaders in nearly every industry sector, helping the formulate and implement growth strategies, increase revenue and profit, develop leadership capacity, drive employee engagement, and attract and retain talent. He is the co-author of The Hidden Leader and The Inspiring Leader, as well as a contributing author to the American Society for Training and Development Leadership Handbook.

In this podcast, Scott discusses the hidden leaders that are often not given credit within an organization. He also talks about the 4 characteristics of leadership behavior that all employees can exhibit and why it’s so important that employees understand what it means to really act as a business owner.

---

Listen to this podcast.

---

Bringing Home the Bacon: Differentiating a Brand in Today’s Generic World

Justin Foster
Sales & Marketing Consultant and Author
www.fosterthinking.com
@fosterthinking

Justin Foster has over two decades experience in sales and marketing for small businesses and large corporations. He's cofounded two marketing/branding firms and a successful start-up, and he's worked with the leadership teams of hundreds of organizations to help make their culture the number one differentiator in the modern economy. He's the author of two books on branding: Oatmeal v. Bacon: How to Differentiate in a Generic World and Human Bacon: A Man's Guide to Creating an Awesome Personal Brand.

In this podcast, Justin discusses how to find our internal "bacon" that makes us naturally interesting. He also talks about the five natural forces that shape a brand and explains why a successful brand needs to start with leaders articulating their core values.

---

Listen to this podcast.

---

Standing Out is No Longer Optional

Dorie Clark
Marketing Consultant & Author
www.dorieclark.com

Branding expert Dorie Clark is the author of Reinventing You: Define Your Brand, Imagine Your Future and the new book Stand Out: How to Find Your Breakthrough Idea and Build A Following Around It. She is a former presidential campaign spokeswoman, as well as a frequent contributor to the Harvard Business Review, Forbes, and Entrepreneur, and the World Economic Forum blog.

In this podcast, Dorie discusses the importance of having a breakthrough idea that can enable an individual to stand out as a thought leader. She shares best practices and strategies to help people establish and cultivate the reputation to make that idea spread.

---

Listen to this podcast.

---

Getting To "Priceless:" The Five Truths Method of Brand Strategy Development

Kevin Allen
Founder and Chairman of
Re:kap Ltd. And Planet Jockey
www.rekapltd.com

Kevin Allen is the founder and chairman of Re:kap, a business transformation company, and Planet Jockey, which specializes in gamified emotional intelligence training. Recognized as one of the world’s most accomplished growth professionals, he has worked with such brands as MasterCard, Microsoft, Marriott, Smith Barney, Nestle, L’Oreal, Lufthansa and Johnson & Johnson, among others. He is the author of the bestseller The Hidden Agenda: A Proven Way to Business and Create a Following, and the recently released The Case of the Missing Cutlery: A leadership Course for the Rising Star.

Behind every enduring — and game-changing — marketing communications and brand initiative lies a carefully crafted, emotionally laden argument and coalescing strategic idea. In this podcast, Kevin Allen, who led the team that created the now-iconic "Priceless" platform for MasterCard, shares the five eternal truths, as well as how to get to a powerful strategic idea that gives listeners a practical tool to develop their own "Priceless."

---

Listen to this podcast.

---

Leading Effective Change by Interpreting the Chocolate Conversation

Rose Fass
CEO
Fassforward Consulting Group
www.fassforward.com

Rose Fass, is the founder and CEO of fassforward Consulting Group, a leading edge business transformation firm that works with Fortune 500 executive teams on translating strategy, driving change, and growing leadership. As the Chief Transformation Officer at Xerox, she led the transition to the global industry and solutions business—integrating acquisitions, diverse cultures and operating units to develop and execute their enterprise strategy.

In this podcast, Rose discusses the chocolate conversation and how it affects the culture of a company, as well as why leading change can be bittersweet.

---

Listen to this podcast.

---

How Companies Profit When the Customer is King

Chuck Wall
Founder and CEO
Marketpower Group
www.customerceobook.com

Chuck Wall, the founder and CEO of Marketpower Group, a business growth consultant, teaches companies how to profit by engaging the power of their customers and conducting customer insight research. Chuck is a serial entrepreneur, as well as the author of Customer CEO: How to Profit from the Power of Your Customer. An expert in understanding the unmet needs of customers, Chuck has interviewed and surveyed over 100,000 customers from coast to coast.

In this podcast, Chuck discusses why it pays for companies to think of their customers as CEOs, as well as explaining how companies can use the nine powers of the customer CEO to improve greater profitability and results.

---

Listen to this podcast.

---

Harnessing the Power of a Customer Advisory Board (CAB)

Mike Gospe
Marketing strategist & professional CAB facilitator
KickStart Alliance
www.kickstartall.com

Mike Gospe is a professional customer advisory board facilitator and co-founder of KickStart Alliance, a sales and marketing leadership consulting team. Over the past 12 years, Mike has personally facilitated and helped companies execute more than 100 CAB meetings in a variety of B2B industries. Prior to that, he held a variety of leadership roles at HP, Sun, and several start-ups. He is also the author of several B2B marketing books, including The Marketing High Ground and The Flipchart Guides to Customer Advisory Boards.

In this podcast, Mike discusses how some tech companies are using their CAB to identify and strengthen their competitive advantage. He answers a number of important questions executives wrestle with when they are implementing or revising their CAB program. Mike shares stories, experiences, and recommendations for avoiding common CAB mistakes, as well as how to ensure your CAB program is world-class.

---

Listen to this podcast.

---

Preventing Sales Whiplash: How Marketers Can Help Drive the Sales Boom

Colleen Francis
Founder and President
Engage Selling
www.engageselling.com

The author of the book Nonstop Sales Boom, Colleen Francis works with business and sales leaders to design, implement,s and hone their sales teams to seize market opportunities. Whether designing strategy to target a new market or working with a team to improve their productivity, Colleen’s results have attracted clients such as Merck, Abbott, Merrill Lynch, Royal Bank of Canada, Dow Agro Sciences, Adecco, Trend Micro, UBM and over a thousand other leading organizations.

In this podcast, Francis talks about why even top performing organizations have boom and bust cycles in their sales forces, and how understanding the four stages of sales engagement can help break the cycle. She discusses how the best sales reps are becoming more marketing focused and what this means for the marketing organizations that support them.

---

Listen to this podcast.

---

Silence the Inner Critic: How Women Can Succeed by Playing Bigger

Tara Sophia Mohr
Author
Playing Big: Find Your Voice, Your Mission, Your Message
www.taramohr.com

Tara Sophia Mohr is an expert on women's leadership and well-being. She's the creator of the acclaimed Playing Big leadership program for women, which has more than 1000 graduates from around the world. The author of Playing Big: Find Your Voice, Your Mission, Your Message, she has been featured on Today and in publications ranging from Huffington Post to Harvard Business Review to Maria Shriver.com.

In this podcast, Mohr talks about what she thinks has been missing from the conversation about women and work, and why it's important that women unhook from praise and criticism. She discusses how the epidemic of women playing small hurts all of us in the workplace, men and women alike.

---

Listen to this podcast.

---

How Marketing Helps Midsized Companies Get Mighty

Robert Sher
Founding Principal
CEO to CEO Inc.
www.Ceotoceo.biz

Robert Sher is Founding Principal of CEO to CEO, a firm of former CEOs that improves the skills of mid-market chief executives who are navigating changes in their business and marketplace. A Forbes.com columnist and author of two books, he is a veteran CEO with 23 years’ experience, as well as a board member of KBFA, Inc., Managing Director of the Alliance of Chief Executives, and current President of the Association for Corporate Growth San Francisco.

In this podcast, Rob talks about the biggest mistakes he sees marketing leaders at midsize companies make. He discusses the role of marketing in reducing the risk of fumbled acquisitions, as well as how creativity and discipline can coexist effectively.

---

Listen to this podcast.

---

Cut Through The Clutter: How Focusing on One Big Idea Positions Thought Leaders for Success

Mark Levy
Founder
Levy Innovation LLC
www.levyinnovation.com

Mark Levy is the founder of Levy Innovation, a positioning firm that helps consultants and other thought leaders increase their fees by up to 2000%. His clients include Marshall Goldsmith, Simon Sinek, David Meerman Scott, the CEOs of major brands, the former head of the Strategy Unit of the Harvard Business School, and many TED and TEDx speakers. His book Accidental Genius: Using Writing to Generate Your Best Ideas, Insights, and Content has been translated into 10 languages.

In this podcast, Mark talks about why it’s critical for companies and business people to develop effective positioning. He discusses why great books are not necessarily written logically from beginning to end and why it makes sense to start developing thought leadership with a single big idea.

---

Listen to this podcast.

---

Building The Partner Ecosystem for the Marketing Nation

Christine Hansen
Senior Director of Strategic Alliances
Marketo
www.marketo.com

Christine Hansen is the Senior Director of Strategic Alliances for Marketo, specializing in business development with commerce and other partners in the customer engagement space. She has held a variety of leadership roles in partnership development, product management and marketing with such companies as PayPal, BEA Systems, Oracle and others.

In this podcast, Christine talks about how Marketo is leveraging partners to drive growth. She discusses how Marketo’s technology, service and distribution partners extend the company’s offerings, helping to accelerate Marketo's growth into some of the world's most disruptive companies.

---

Listen to this podcast.

---

A Whole New World: How Cloud Economics Are Changing the Nature of Reseller Partner Programs

Jim Chow
Google Apps Global Partner Program
www.google.com

As head of the global partner program of Google Apps, Jim Chow is responsible for the overall Apps partner business and success of the 10,000+ Apps resellers worldwide. Jim’s focus is building a vibrant, next-generation partner program that enables partners to build thriving businesses around Google Enterprise’s cloud solutions to further accelerate the Apps business and adoption across companies of all sizes.

In this podcast, Jim talks about the three key pillars that are the foundation of the Google Apps partner program. He discusses how Google’s belief that partners are an extension of Google employees shapes the way the company approaches its partner programs, and why the cloud is the biggest disrupter to the IT reseller ecosystem.

---

Listen to this podcast.

---

Is Lack of Collaboration Killing Your Business?

Lisa Bing
Bing Consulting Group
www.bingconsulting.biz

Lisa A. Bing stands out for her ability to simplify the complex and rapidly drive dramatic results. As an organizational strategist and leadership expert, she helps leaders and executives transform teams and accelerate strategy implementations. She has worked with hundreds of leaders and executives across industries and from over 25 countries. Lisa has been called an "avatar for improving adult performance rapidly and dramatically."

In this podcast, Lisa will talk about the leader's responsibility for creating collaboration especially in light of the increasing pressures for marketing-PR-sales to be aligned in their efforts. She'll discuss what true collaboration looks like, why it’s worth the effort to collaborate, and provide examples of leaders' best practices for creating collaborative workplaces.

---

Listen to this podcast.

---

Time for a New Twist on Leadership

Pierre Khawand
People-OnTheGo
www.people-onthego.com

Over the last 20 years, Pierre Khawand has led several technology ventures, completed successful mergers and acquisitions, and founded People-OnTheGo. His Accomplishing More Leadership Program helps today's leaders develop the awareness and behaviors needed to focus on results and develop people in the midst of the information overload. He is the author of Time for Leadership, the Accomplishing More With Less workbook, the Results Curve, and the New New Inbox.

In this podcast, Pierre talks about how tomorrow's leaders will need to do more than just understand how to motivate people. Getting a handle on information overload and considering stress management and wellness are important aspects of the new leadership as well.

---

Listen to this podcast.

---

Mind Over Mouth: How Sales Yoga Can Take Sales Results to a New Level

Scott Wintrip
Wintrip Consulting Group
www.wintripconsultinggroup.com

Scott Wintrip has helped thousands of companies increase revenue, improve profitability, expand market share, boost employee retention, and decrease labor intensity. He has appeared on the Staffing 100 list of the most influential leads in the world for the third consecutive year. His new book, Sales Yoga: A Transformational Practice for Opening Doors and Closing Deals, is receiving global acclaim.

In this podcast, Scott talks about how sales yoga techniques can keep sales people grounded and present, increase mindfulness, and improve the sales process for buyers and sellers.

 

---

Listen to this podcast.

---

Fashioning Your Personal Brand

Joseph Rosenfeld
Personal Brand and Style Strategist
www.josephrosenfeld.com

For over 25 years, Joseph Rosenfeld, has helped his clients discover their personal brands and design their personal styles. His Silicon Valley clients benefit from a simplified yet sophisticated system of creating a personal brand and style suited to their personalities, goals, coloring, styles, and bodies.

In this podcast, Joseph talks about how the right personal style and fashion can make or break a personal brand, and how the right alignment between personal and corporate brands can create success for both individuals and the organizations they work for.

---

Listen to this podcast.

---

Customer Experience: Are You Ready for the New Journey?

Christine Crandell
President
New Business Strategies
www.newbizs.com

Christine Crandell, president of B2B strategy and customer experience firm New Business Strategies, leads client services teams serving customers worldwide. She has keynoted and spoken on building customer-centric organizations, aligning sales and marketing, and customer experience strategy, and blogs for the Huffington Post and Forbes.com.

In this podcast, Christine talks about how managing today's customer experience is so different in the past and why understanding the journey of key customer participants to decide to purchase a product or service is so critical to an organization's success.

---

Listen to this podcast.

---

The 21st Century Power Couple: Why CMOs and CIOs Belong Together

Meg Bear
Group Vice President, Oracle Social Cloud
Oracle
www.megbear.com

Meg Bear lives and works at the intersection of people, business and technology.

The Group Vice President for the Oracle Social Cloud, Meg has over 10,000 hours and more than 20 years’ experience in Enterprise Applications. She is skilled across a broad spectrum of functional domains, including Social, Customer Relationship Management, Manufacturing, Financials and Human Resources, in addition to technical tools, implementations and methodologies.

In this podcast, Meg talks about why CMOs and CIOs need to collaborate more closely to make their businesses more successful in today’s converging social world. . She explains why organizations can’t afford to pass up the opportunity to leverage the insights their IT and marketing teams are each developing— in order to take the business to an even higher level.

---

Listen to this podcast.

---

The Linguistics of Leadership: How Finding the Right Language and Voice Are Critical to Marketing Success

Libby Wagner
Libby Wagner & Associates
www.libbywagner.com

Libby Wagner, poet, author, speaker and former CEO of Influencing Options, is one of the only former poetry professors warmly invited into the boardroom. She is a trusted advisor for presidents, CEOs and executive directors, and her work has shaped the cultures of numerous Fortune 500 clients, including Boeing, Nike, Philips, ST Microelectronics, Diageo and Costco.

In this podcast, Libby talks about the poetry of persuasion, and the importance of using voice and language to connect brands and customers. She explains why if companies don't find their brand voice, they'll wind up going somewhere they didn't intend to be.

---

Listen to this podcast.

---

It's All About the Leaders: How Leaders' Actions Impact Employee Brand Engagement

Roberta Matuson
The Talent Maximizer
Matuson Consulting
www.Matusonconsulting.com

Roberta Matuson, president of Matuson Consulting, helps leaders in Fortune 500 companies, including Best Buy, New Balance, and The Boston Beer Company, and small to medium-size businesses, achieve dramatic growth and market leadership through the maximization of talent.

In this podcast, Roberta talks about the link between employees and company brands, and why it's so important to empower managers to keep employees onboard and engaged.

---

Listen to this podcast.

---

Exploiting Big Opportunities with Big Data

Wes Trochlil
President, Effective Database Management
www.effectivedatabase.com

Wes Trochlil, president of Effective Database Management, has worked in and with over a hundred associations, non-profits, and membership organizations throughout the US, Canada and Australia. With nearly 100 articles and hundreds of blog posts, Wes is the most published author on data management in the association market.

In this podcast, Wes talks about the opportunities and challenges for organizations of all types as they try to leverage Big Data, discusses why this is now such a hot topic, and why organizations ignore Big Data at their peril.

---

Listen to this podcast.

---

Marketers: It’s Time to Lead by Letting Go

Terri Griffith, Ph.D.
Chair, Management Dept., Santa Clara University
www.terrigriffith.com

Prof. Terri Griffith is an expert on the process of making combined technology and organization decisions, and then working these changes into an organization. These ideas are outlined in her recent book, The Plugged-In Manager: Get in Tune with Your People, Technology, and Organization to Thrive.

As we get a tighter grip on understanding the world around us through sensors, big data, and transparency, we have the opportunity and the need to let go of many past business perspectives.

In this podcast, Terri talks about Lead by Letting Go, her new project which offers a clear model for slowly letting go (backed up by decades of research, as well as modern examples) thereby improving business outcomes.

---

Listen to this podcast.

---

Warning! 80% of Your Revenue May Be Walking Out the Door

Jeff Weinberger
DS3 Consulting
www.dsthree.com

Known as "the disruptive marketing guy," DS3 founder Jeff Weinberger found his passion in helping organizations identify and develop critical, yet often overlooked, strategic opportunities. With a reputation for being innovative and, well, disruptive, he helps organizations maximize the value of their key relationships to create, adapt to, and capitalize on disruption in their markets, technologies and businesses.

A recognized thought-leader, speaker, writer and blogger on recurring revenue, disruptive marketing and Web 2.0/Enterprise 2.0 technology issues, Jeff’s writings can be found at www.dsthree.com/blah-blah-blog/.

In this podcast, Jeff discusses why strong customer relationships are a key competitive advantage.

---

Listen to this podcast.

---

Creating Provocative Content: The Key to Thought Leadership

Chad Barr
The Chad Barr Group
www.chadbarr.com

The founder of CB Software Systems and The Chad Barr Group, Chad Barr is an Internet and business strategist and mentor who successfully guides his clients to leverage the web to transform their businesses. He has published over 100 articles and is the co-author of Million Dollar Web Presence, with Dr. Alan Weiss.

In this podcast, Chad discusses why developing provocative content is critical to strengthening thought leadership. As an example, Chad works with host Linda Popky to demonstrate how to create strong, compelling content on marketing thought leadership.

---

Listen to this podcast.

---

From Battlefield to the Business World: What Marketers Can Learn From the Military

Richard Martin
Alcera Consulting
www.alcera.ca

Richard Martin is the founder and president of Alcera Consulting Inc. He is a consultant, speaker, and executive coach. He brings his military and business leadership and management experience to bear for executives and organizations seeking to exploit change, maximize opportunity, and minimize risk. He is the author of Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles.

In this podcast, Rich discusses how sales organizations who instill noble purpose in their teams break away from the pack, as well as the role of marketing in establishing and guiding purpose in the sales force.

---

Listen to this podcast.

---

To Sell is Noble: The Link Between Purpose and Performance

Lisa Earle McLeod
McLeod and More
www.McLeodandmore.com

Lisa Earle McLeod is a sales leadership consultant and best-selling author. Companies like Apple, Kimberly – Clark and Pfizer hire her to help them create passionate purpose-driven sales forces. Her new book is Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud. Lisa has appeared on the Today Show and she writes leadership commentary for Forbes.com.

In this podcast, Lisa discusses how sales organizations who instill noble purpose in their teams break away from the pack, as well as the role of marketing in establishing and guiding purpose in the sales force.

---

Listen to this podcast.

---

Build Business From Your Book: Marketing Tips for Authors

Charmaine Hammond
The Hammond Group
www.charmainehammond.com

Charmaine Hammond is an international speaker, best-selling author, and business owner who has presented to more than 75,000 people around the world. Her clients have included government, industry, nonprofit organizations, educational institutions and health care facilities. Charmaine is on a mission to help authors and aspiring authors make their books into successful businesses.

In this podcast, Charmaine discusses several unconventional and creative ways authors and consultants can use marketing to build momentum and reach for their work.

---

Listen to this podcast.

---

Listen Carefully: How Social Media Monitoring is Dramatically Changing the Way We Listen and Interact With Customers

Malcolm De Leo Chief Evangelist NetBase Solutions www.netbase.com Malcolm De Leo is a passionate innovator who relishes the challenge of being a change agent. In his current role, he is a subject matter expert in applying social media to build the marketplace for NetBase’s natural language processing engine that reads billions of conversations from millions of social media sources. Previously, he held positions at Daymon Worldwide and the Clorox Company. In this podcast, Malcolm discusses the current state of the social media listening market, as well as what companies should look out for when implementing social media programs for their business.

---

Listen to this podcast.

---