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Andy Slipher

Strategic Planning: Answering the Next Magic Question—“How?”

By Andy Slipher How do we get it done? What’s our next move? Now that we know what we want and why we’re here, where do we begin? You’ve likely heard variations of these questions in your organization—particularly if you’re at any level of strategic planning how to achieve favorable outcomes. It’s one thing to […]

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Andy Slipher

Three Critical Ways Marketing Can Be Applied to Close More Sales

By Andy Slipher Do you operate in an organization where sales begins with a capital “S” and marketing with a lower case “m?” Sales-centric organizations often operate at such a high level in sales, they lack marketing prowess. Some are even altogether marketing-phobic, believing marketers exist to usurp the importance of salespeople or to replace […]

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Andy Slipher

Marketing and the Myth of “We Need A New Idea!”

By Andy Slipher One of the biggest challenges in marketing heard by businesses across almost all industries is the constant search for their next idea—the one that’s going to hook and reel in new customers and clientele. It’s the idea that constantly eludes them yet, if they find it, will lead to more revenues, long-term […]

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Andy Slipher

Seven Best Practices to Budget (and Spend) for Marketing

By Andy Slipher For anyone charged with allocating marketing dollars, it can seem like an arduous and even dicey process to decide how much to spend annually, and on what. For some, it’s the autopilot response of last year’s budget, plus three to five percent. For others with limited marketing dollars, it can mean the […]

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Andy Slipher

What has Changed About Marketing in the Last 100 Years?

By Andy Slipher In 1975, the Federal Communications Commission (FCC) issued a largely overlooked ruling that allowed earth-orbiting antennas—satellites—to be used for broadcasting television over large areas. Around that same time, a little-known regional broadcasting network called Home Box Office (HBO) took notice, and decided to use the FCC’s landmark decision to begin distributing its […]