Topics

Blog Posts by Sara Gaviser Leslie


Sales: The Critical Element of a Growth Company’s Brand

Sales: The Critical Element of a Growth Company’s Brand

Sales and Brand: A Connection Worthy of Discussion Sales teams exist to grow revenue and keep customers happy. They’re also brand builders and the face of the brand to many customers. They hear what customers want and keep a pulse on the market. When it’s easy for sales to share their observations with product development and marketing, their feedback spurs product improvements, brand definition, and growth. The first step in this process, though, is for sales to provide a clear explanation of the problem their product solves. Recently we caught up with Pier Barattolo, a sales leader with...
Read more >

Do a Company’s Vision and Mission Statements Have Expiration Dates?

Do a Company’s Vision and Mission Statements Have Expiration Dates?

Vision and Mission We probably don’t need to convince anyone that having a vision and mission matters. They give you a North Star, help you focus on a goal, and act as a check for your strategic decisions. But how long should a vision and mission stay intact? At what point should you change your mission and vision? Like many brand strategy decisions, it depends. At Emotive Brand, we believe a company should update their mission when it doesn’t match their strategy. Few would argue with this point, right? What’s more difficult than deciding if you should change your mission, though, is how it...
Read more >

Finally Create Marketing Materials Sales Actually Uses

Finally Create Marketing Materials Sales Actually Uses

Marketing Materials: Is Sales Using Them? If you’re in marketing, you’ve probably created some awesome campaign assets only to find out that the sales team never used them. Or maybe you planned a customer event with a meaty agenda, but no one in Sales sent invites. You spend tons of time creating marketing materials and executing events and campaigns only to find Sales finds no value in them – and doesn’t share them. So how do you create marketing materials Sales actually uses? You work with Sales as much as possible. Know the Sales Strategy First, you’ve got to bring Sales into the...
Read more >

To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

The Role of VP of Marketing – It’s Not Easy Is VP of Marketing one of the hardest corporate jobs? We think so. As a Marketing VP, you have a set of responsibilities that varies dramatically day-to-day – and company to company. You touch every area of an organization and engage with almost every member of the leadership team to solve your business’s most pertinent problems. People look to you to drive demand gen campaigns, build awareness for products and the overall brand, support sales teams, support the company’s HR, and fuel recruitment efforts. And, of course, no technology marketing job...
Read more >

A Corporate Narrative: Convincing the Skeptics

A Corporate Narrative: Convincing the Skeptics

The Case for a Corporate Narrative CEOs often doubt the necessity of a corporate narrative. As a marketing or sales person, you see messaging and storytelling as strategic tools. But what if they’re only fluffy buzzwords to whomever signs the consultant’s check? How do you convince someone who sees the world in revenue and profit to invest in a positioning process? You speak their language and you support your arguments with numbers. We’ve listed some quantified benefits of a corporate narrative to convince even your toughest negotiators: 1. Drive Corporate Value McKinsey & Company found...
Read more >