“The public library system of the United States is worth preserving.”
---Henry Rollins (American Musician)
Up front, we want to make one thing perfectly clear: we are NOT in favor of nationalizing our primary schools nor our secondary educational institutions. Under our Constitution, these matters reside with our state and local governments; and we believe that it should remain that way. Nevertheless, it would be foolish or naive to ignore that the fabric of American education is changing dramatically during the digital revolution.
Take a look at the numbers. The education market in the United States has grown dramatically since the advent of the Internet and it's only expected to grow more over the next several years. In short: the ED hasn't kept pace with the changes; and it’s time we recognize the cultural shift that's occurring as a result. In other words, we ought to re-engineer and re-tool our educational systems; and we ought to act quickly!
THE STARTING POINT
The amount of information available today to the public over the world wide web is unprecedented in our history. Concurrently, the information age has spawned a number of innovations in the field of education. Among the most sweeping changes in primary and secondary research:
When you take a step back and look at the big picture, it's evident that how and where we learn in this era is much different than it was before. This led us to ask the following questions:
These are the fundamental questions we’ll address in this article. We’ll argue that Americans need to fully understand and quickly accept the fact that educational tools like Google, Wikipedia, and the Dictionary.com’s of the world all serve the public interest and ought to be nationalized to some degree. In other words, a complete re-tooling of our Department of Education is long overdue.
AS SIMPLE AS 1,2,3
Here’s where we’d start:
The proposed system would re-tool the Department of Education; and also support crucial National Security and Defense initiatives. We’ll explain what we mean as you read on:
MOST OF US NOW CARRY A “POCKET LIBRARY”
Like 77% of all Americans, I own a smartphone; and I often download and access useful apps for personal education, writing and research purposes. The apps on my device include a couple of different Search Engines (Google and Bing), a global encyclopedia (Wikipedia), a dictionary and a thesaurus (my preferred version is Merriam-Webster), as well as a multitude of other small reference tools (e.g. area code lookups and zip code lookups, etc.).
If you were born after 1989, these things probably seem natural. However, for those of us who are older, the Internet revolutionized access to libraries of information as well as primary and secondary research tools. Imagine: before the 1990's, people actually had to travel (by automobile or by foot) to a library to access a wide body of research materials if they weren’t fortunate enough to own them themselves. Furthermore, if their research requirements were extensive, they often had to travel to multiple locations to complete their research!
Research tools and materials are vital necessities for individuals with an entrepreneurial mindset: people who wish to invest time and energy in determining their own futures. Nearly every entrepreneur and investor will tell you that if you want to gain advantages over your competition, you need to excel in school and continuously strive for personal growth. In other words, you spend a great deal of time in library facilities.
Any way you look at it, a public library is about education, growth. and learning. It’s a core extension of our public education system. As Campbell Brown of Facebook notes, “It comes down to what your priorities are, and if public education is about children and learning. It’s a core extension of the public education system. As kids, then every decision we make should be focused on the question of 'Is this good for a child?' And that should be the driving focus and the priority when we decide what our policies should be and what our laws should be.”
(Keep in mind that we are all considered children in eyes of our Creator to a certain degree regardless of our age...)
Currently, we have libraries in our public school systems for our children from grades K-12; and reference materials are of course vital to those systems. Ask any teacher, and they’ll definitively tell you that high-caliber tools facilitate quality education. So then, why aren't the tools in our "pocket library" considered an extension of our public education system, if public libraries in fact are?
It boils down to this: some of the tools within our aggregate pocket library must be integrated into the ED in order to effectively manage public education in the United States today. Otherwise, we may put the American way of life at risk as things currently stand.
A CASE FOR NATIONALIZING OUR POCKET LIBRARY
Is it in our best interests to have all our digital research tools developed, managed and updated by private corporations and select non-profits? The answer is unequivocally NO!
Of course, Innovation, entrepreneurship and creativity are the driving factors behind the success of the corporations that maintain our "pocket library" (Google and Microsoft as well as the Wikimedia Foundation and others). For example, Google launched in 1996 as a research project by PhD students at Stanford University. Two years later, the company received a $100,000 angel investment; and away it went!
Nevertheless, Google has received a great deal of scrutiny and criticism recently from conservative & libertarian political pundits and conservative economists; as well as from radical leftist ideologues like Senator Bernie Sanders (I-VT) and Congresswoman Alexandria Ocasio-Cortez (D-NY).
on the right side of the political spectrum, Conservative and Libertarian political pundits accuse the tech monolith of down-ranking sites and pages that don’t align with corporate’s political positions, thereby suppressing free speech. The concerns of the conservative economists are largely geopolitical in nature. For example, Google has agreed to build a censored version of their search engine for communist China. Both sets of concerns suggest that Google deliberately stifles competition and suppresses the very principles that led to the company’s founding: entrepreneurship and innovation!
On the other hand, far-left zealots have seized upon these factors to push forth visions of an impossible socialist utopia. For example, Sanders (a self-proclaimed "Democratic Socialist” demagogue) contends: “You go to your public library, or you call your fire department or police department, what do you think you are calling? These are socialist institutions.”
To be blunt, Senator Sanders full of crap. The police, the fire department and the public library ARE NOT socialist institutions. Rather, they’re public resources; and there’s are HUGE differences between the two!
BERNIE SANDERS MAY BE MISGUIDED... BUT HE DOES HAVE A POINT
Several of the tools we've listed (i.e. search engines, dictionaries and encyclopedias) and are in-fact primary and secondary research staples used in libraries the world over. However, unlike brick and mortar libraries, the information available within our "Pocket Library" is decentralized, poorly curated and loosely maintained at the present time.
For example, a dictionary reference tool now often appears in Google's search results when you include the word “definition” with a search term. That said, the word inclusion criteria (and definitions) appear to be determined by Google itself!
This should concern anyone who believes in the American Dream. If you look under the surface, you'll find that terms like Fascism were completely omitted from Google's dictionary tool last year after the Daily Caller questioned the definition that Google supplied.
Perhaps even more disturbing, Google has now integrated a feedback tool to report “wrong and offensive” definitions; quite possibly modifying or altering definitions on a day-to-day basis in most extreme cases.
Google currently dominates the search industry. Coupling search with a dictionary and thesaurus in effect makes Google (and the semi-anonymous voting body that supplies feedback on word acceptance) the principle arbiters of English, Spanish and a multitude of other human languages!
We must question whether it’s reasonable and prudent to allow companies like Google and non-profits like Wikimedia such enormous sway over the literacy and education of the American public! It seems to us that leverage these monoliths have over our society could in-fact fuel Fascism; very word Google omitted from their dictionary back in 2017!
THIS IS A NO-BRAINER
Clearly, the "Pocket Library" we’ve discussed here is vital to our national interests. In-fact, you could say that it’s a national treasure of sorts: Young and old men and women of varying backgrounds and ethnic persuasions scour their "Pocket Libraries" daily seeking to educate themselves, better their lives and expand their horizons.
When it comes to the tools and resources in our "Pocket Library" we need to ensure there's a level playing field. We must ensure the accuracy and integrity of the information available to the public, preserve our national heritage and cultivate advancements that strengthen our society.
So, why not:
For the reasons we've described, both these ideas make clear sense to us.
Bernie Sanders and Alexandria Ocasio-Cortez's socialist ideals are in-fact Utopian fantasies. They're a means to an apocalyptic end for American free enterprise, free speech and free expression. We’re not proposing an end to the free market in the case we've presented. Instead, we’re talking about centralizing a core set of vital public services; just like the United States postal service does for mail and package delivery. Not the whole enchilada mind you; just the meaty part of it.
We also argue that setting up such a service will lead to a much fairer competitive environment and open the door for a wide array of entrepreneurial business ventures within the affected industry categories. You only need look at the success of shipping companies like Federal Express, UPS and DHL to realize that opportunity will eventually open up in this space if the federal government steps in and asserts a degree of authority.
Jesus, I hope more Americans soon realize the strategic importance of the research tools that comprise our aggregate "Pocket Library" and demand immediate action from our lawmakers. Otherwise, we’re headed toward a world where George Orwell’s "Doublespeak" becomes a real possibility.
Many C-Level executives associate Demand Generation with technology solutions and/or digital content programs. While both are crucial components, it's important to remember that effective Demand Generation is a complete organizational discipline. It's been our experience that organizations that avoid or ignore one or more of Demand Generation's strategic pillars often doom their programs to failure.
Our 2018 white paper The 4 Strategic Pillars of Effective Demand Generation examines the discipline from a strategic standpoint. We look at the key factors which typically separate effective Demand Generation programs from their ineffective counterparts. We also address the foundations of an effective Demand Generation strategy and offer some tactical recommendations within each of the four strategic pillars:
Over the years, we've helped a number of startups and expansion stage companies establish successful Demand Generation programs based upon the tenants we outline in this white paper. We've also helped a handful of established companies retool their marketing and sales operations, integrate predictive analytics into their programs and refine their touch point communications strategies based on these principles we highlight.
The white paper includes an Executive Summary with key findings as well as our conclusions for companies looking to adopt Demand Generation strategies or optimize their current Demand Gen activities. Click on the picture below to download the white paper now:
If you're seeking to establish a Demand Generation program for your company in 2018, or if your organization didn't produce the results you projected for your Demand Gen campaigns last year, Chi Rho Consulting can help! There's no cost for an initial consultation and we typically structure performance-based fee arrangements with our clients.
Note: This is the second of a five-part series of articles examining the discipline of Demand Generation. Follow this link to read the first article in the series: Why Nearly 60% of Enterprise Demand Generation Programs Underperform.
"Success doesn't necessarily come from breakthrough innovation but from flawless execution. A great strategy alone won't win a game or a battle; the win comes from basic blocking and tackling."
---Naveen Jain (Entrepreneur and Philanthropist)
In a game of American football, two competing teams vie for control of a ball, which can be kicked through a set of goalposts or run into the opponent's goal area to score points. If you're a fan of the sport, you probably know that the game has evolved dramatically over the years. In fact, nearly every aspect of football has changed to some degree since the game's inception over a century ago: the rules, the equipment, the venues and even the on field tactics. The game constantly evolves, innovates and modernizes.
Despite, the game's ongoing evolution, the end objectives of the contests have always remained consistent. Score more points than your opponent and you win the match. Win the most important matches and and you're crowned champion. Consistently win championships and you solidify your team as a dynasty.
I doubt that any dynastic football coach would dispute Naveen Jain's quote we cited above. Having played the game myself, I can tell you that the best teams on paper don't always win the contests on the field. The bottom line is that ongoing success on the gridiron typically requires consistent and near-flawless execution of basic fundamentals in every facet of the game.
Suffice it to say, the end objectives of nearly every business enterprise are parallel to the game of football: you play to win. In our first article of this series, we discussed why a high percentage of companies that have adopted Demand Generation practices and principles are ineffective. In this article, we'll address the four strategic pillars of successful enterprise Demand Generation programs and examine some of the fundamental tactics that distinguish the champions from the also ran's.
The First Pillar: Your Process
As we discussed in the first article, Demand Generation defines your organization’s personal relationship with your leads, prospects and customers. Needless to say, every customer touch-point offers an opportunity to strengthen your relationship with your customer. Consequently, your organization needs to be structured around your customer rather than your products or services to fully optimize your Demand Generation efforts.
Unlike traditional Lead Generation programs where interested (warm) prospects were turned over to a sales professional to close deals, Demand Generation programs nurture the relationship through the entirety of the Revenue Funnel. In other words, you're not just looking to close a deal. Instead, you're seeking to establish long-term relationships with your buyers; where satisfied customers become loyalists and loyalists become vocal brand advocates.
So why is having a dynamic, ongoing relationship with your buyers so important these days? First and foremost, the digital revolution has dramatically altered buying processes and decision making over the last few years. In effect, buyers are more knowledgeable and better informed than ever before. They're turning to friends, colleagues and other key influencers to research their purchases long before they ever engage with your sales team.
Recent studies by Forrester Research, DemandGen and CSO Insights all reveal some startling figures that support this claim. For instance:
These figures indicate that your customers' needs and buying patterns must be at the center of your Demand Generation strategy. The stats also suggest that you need to actively engage with customers at every point in the revenue funnel principally on their terms.
An effective demand generation process does just that. It more closely aligns your Marketing and Sales functions, and it creates a seamless buying process that eliminates the gap between Interest and Desire:
The Second Pillar: Your People
Traditional business models typically view Marketing as a cost silo and Sales as a revenue silo. Effective Demand Generation generally requires a blended model approach. In our experiences, we've found that a combined marketing/sales organizational model, built around the touch-points in the revenue funnel, typically works best.
For startup companies, adopting a blended organizational model is usually a relatively easy task. Conversely, established businesses with traditional lead generation models seem to experience difficulties. To be successful, you will most likely need to change the skill-set of your personnel, the reward structure based on changes in goals and performance metrics and the organizational structure to align to the buyers' purchase path. This requires a shift away from the traditional way of thinking of both marketing and sales.
It's important to remember that organizational change Is difficult and that people sometimes resist the efforts. Your marketing personnel and your sales team need both support and leadership in order to make the strategic shift pay off. Consequently, clear communication of your overall mission, vision and objectives from the top on down are critical for transition.
As we mentioned earlier, effective Demand Generation processes bridge the gap between marketing and sales. Over the years, we've found organizations that appoint a C-Level leader to oversee the whole process are generally more successful than their peers who draw territorial lines between marketing and sales functions. Therefore, we strongly urge our clients to appoint a "Chief Demand Officer" (or a Chief Revenue Officer if you prefer), who owns the he entire Customer Life Cycle.
The CDO / CRO leads a team that is responsible for meeting the revenue objectives for your products or services, Their functional org chart generally looks something like this:
The CDO / CRO's functional teams exist to create awareness, nurture prospects, close sales, up sell, cross sell and strengthen relationships. Support staff (Marketing Ops) support the entire organization. Along with traditional sales and conversion metrics, two critical financial measurements tie the teams' activities together:
The Third Pillar: Your Content
Once you've fully committed to a customer-centric business model, it's time to turn your attention to your content strategy. Like every marketing program, success is a matter of being in the right place at the right time with the right solution. An ideal Demand Generation program establishes your organization as the expert in your particular line of business. Therefore, each and every interaction with your prospects and customers should affirm and strengthen the perception that you are the leading solution in your category.
First and foremost, you need to find and target the best touch points to engage customers. This isn't an exact science. Tactics vary by industry and product type. Additionally, every business has varying strengths and deficiencies. Therefore, we strongly suggest you begin with category best practices that seem to fit your model. Test them out for yourself and quickly adapt and expand the ones that seem most promising. Here are some basic tactics to consider through the various stages of the revenue funnel:
With this model in mind, here are our five fundamental recommendations for developing an effective content strategy:
The Fourth Pillar: Analytics
Although it doesn't directly appear on your balance sheet, your company's structured data is an extremely important and valuable business asset. To a large degree, your ability to access, analyze and interpret the data generated through all of your customer interactions drives the effectiveness of your Demand Generation campaigns. As a recent report by DemandMetric / Radius demonstrates:
We recommend that you take stock of your data as early as possible! Missing, inaccurate or poor quality data impedes effective Demand Generation as well as the successful application of predictive analytics. You may wish to consider a full audit of your CRM applications, gathering and storage systems, personnel, as well as the depth, accuracy and quality of your structured data. That way, you can quickly begin to harness your assets and pull together an action plan to address your deficiencies.
A real opportunity exists in most industries to develop a sizable competitive advantage through structured data. Believe it or not, the DemandMetric / Radius report suggests that only 44% of CMO’s understand predictive analytics well; and only 11% of those that do understand are actually implementing or using predictive analytics for Demand Generation activities. Even more surprising, only 55% of companies that employ predictive modeling are using their data to find new revenue opportunities!
We'll state once again: Demand Generation programs are an ideal pairing for predictive analytics. Even if you're a very lean organization, commercial solutions do exist to help integrate predictive analytics into the process. If your current Demand Generation campaigns are yielding less than desired results, chances are there's room for improvement if you unlock the full power stored within your enterprise data systems.
Effective Demand Generation is an enterprise-wide endeavor. It requires a firm foundation built upon each of the four strategic pillars we described above. Whether your company is new to the discipline or you're a seasoned player, you need to ensure that you're executing the fundamentals efficiently and effectively. Otherwise, you're likely to be steamrolled by your competition.
You may be wondering why we haven't listed technology (e.g. automation systems, adaptive control technology, CRM systems, etc.) as a fifth pillar. While the right technology certainly speeds delivery, improves effectiveness and can also lower costs, we'd argue that technology systems are complementary tools to each of the four pillars we've described above. In our next article in this series, 12 Things to Consider Before You Automate Your Demand Generation Processes, we'll discuss the benefits of several Demand Generation technologies as well as some serious technological pitfalls you'll want to avoid.
Author: Erik Gagnon - Managing Partner, Chi Rho Consulting
Note: This is the second of a five-part series of Jumpstart Strategies articles examining the discipline of Demand Generation. Here are links to the other live articles in the series: