As your focus moves from survive to thrive, clever marketing is going to be a strategic necessity. Ice Blue Sky works with B2B organisations to deliver higher than average marketing qualified leads and/or sales qualified leads, so what its MD has to say on the topic is worth hearing.
‘Skills shortage’ is something we’re hearing a lot about – the blame frequently blamed on Brexit. But with this shortage applying to mainstream job roles - such as electricians and mechanics - where does that leave an industry that requires a more niche skillset? Paula Thirkell of Ambitions personnel steers you in the right direction.
Every company would like to be more creative, which is why there is no shortage of books offering advice on the topic. Yet too many managing directors aren’t sure how to ignite the creative spark in their businesses. But in a rapidly changing, digitally driven, economy we need to get used to the idea that ‘no normal’ is the ‘new normal’ and behave accordingly.
There’s no denying it - selling has become more difficult. Suddenly the marketing term ABM (account based marketing) has replaced ‘content marketing’ as the most effective outreach. No doubt a new term will be coined over the next 18-24 months, but the principles will effectively remain the same. So here’s how to get the most out of it according to Charlotte Graham-Cumming, MD at marketing agency Ice Blue Sky.
How much is your company worth? In the 1970s and 1980s, valuing a business was relatively straightforward. You estimated the worth of your key tangible assets, totted these figures up and, if the company was being sold as a going concern, added in a little something for goodwill. That traditional yardstick is still reflected in most PSP’s financial statements. It is still the way most accountants like to work. But there are there other considerations.
Most business failures are the result of inexperience or poor management, or reasons beyond the directors’ control. But some end up in receivership because of owners taking too much money out of the company or otherwise displaying what Companies House would define as ‘unfit conduct’. So how do you safeguard your business from companies seemingly come back from the dead?