Regardless of glitzy campaigns, attempts to create videos that can go viral, no matter how many likes you have on Facebook or followers on Twitter, the ultimate purpose and very reason for the very existence of marketing is to generate qualified leads.
Success is often a two-edged sword. With it comes the fruits of your labors. But also, with it comes the necessity to deliver on that success. Every entrepreneur dreams of success. But few truly plan for it.
Virtually, every entrepreneur says they are a "customer-driven" company. But often their actions speak far louder than their words. Wherever you are in your growth cycle, your actions dictate how important customers REALLY are to your small business.
The revenue vs. margin question is one faced by entrepreneurs at, virtually, every step of their growth. Would you, or should you sacrifice margin for revenue? Top line success drives overall success. Without revenue there is no margin to improve.
To succeed, every entrepreneur knows that his/her product or service has to meet an identified customer need. However, equally important, is "connecting" with the customer on a personal and professional level, building a relationship.
Every entrepreneur I have ever known has always put "great customer service" at the top of any list of company strengths. Yet, often, this same entrepreneur is doing things that are subliminally undermining critical aspects of good customer service.
All entrepreneurs have an opportunity to create something that didn't exist before. For many entrepreneurs that isn't enough. They want to leave a legacy behind. Products or services that people buy because the buying experience is memorable.
A business and its culture should reflect the foundation beliefs of the founder/entrepreneur. These beliefs are founded in the business and personal experiences. But not enough realize them, and fewer still translate them into their culture.
Managing cash is the single most important thing an entrepreneur must learn to be successful. But many are so intent on closely managing the nickels and dimes, especially when things get a little tense, that they miss dollars rolling out their back door.