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Mike Sweeney

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Top Stories by Mike Sweeney

Stay on message. The phrase is often used in politics and by politicians, some of whom — even the most skilled and polished — can’t resist the temptation to engage in a discourse that takes them far away from their core message. Going off message, however, doesn’t only happen in politics. It happens in every walk of life, including business. But this is where it is perhaps most important to be ON message because your job is to tell a story that persuades and influences customers, employees, investors, and more. That’s hard to do with a wandering message. That’s why it’s always a bit of a shock for me when I run into a company that does not have a legitimate messaging guide, or has an underdeveloped one. After all, unlike your cocktail party stories, which can be spontaneous and unrehearsed — and may, after a cocktail or two, stray from their original message — you... (more)

Can Software Build Your Marketing Plan?

I love software. I use software as a consumer. I use software as a businessperson. I use relatively simple software for simple needs - Outlook for email, Salesforce for CRM, QuickBooks for accounting, WordPress and others for publishing and content management, and so on and so forth. I also make part of my living from advising and providing services to software companies, and those services often include software recommendations. Great software is irreplaceable. Most software is easily replicated, but nonetheless irreplaceable. As a matter of fact, some types of software are so ... (more)

Startup Marketing: 10 Things To Do In Your First 90 Days

So you got yourself involved with a startup company.  It may have happened by circumstance or by choice.  You're either a founder or one of the first employees.  You either envision your concept as a potential single to be flipped in 3-4 years, or a grand slam that will allow you to socialize with the likes of Brin, Bezos and Cuban. Awesome.  We all love a good startup story.  Unless you've got an inherently viral concept on your hands (and by the way, keep in mind that there have only been about 5 inherently viral products introduced over the past 5-7 years), you're going to nee... (more)

Social Media: Justify Your Love With the Right ROI Approach

Social Media on Ulitzer For many folks active in Social Media, and even those that aren’t, inevitably you hear people ask about the ROI. Why are people spending time blogging, Tweeting, Facebooking when it’s just a fad that doesn’t help our business? And then earlier this week everyone was abuzz with news that Dell announced it has surpassed 3 million in sales from its Dell Outlet Twitter account. And the masses rejoiced - a tangible ROI number we can say came directly from Social Media activities. NOW our company MUST do this everyone started to think. But wait; is your compan... (more)

B2B Lead Generation Tip #3: Identify the Metrics that Matter

Marketing and Sales If you haven’t addressed the first two steps in the lead generation planning process - establishing the right mindset and building a strong roster of stakeholders - you may want to go back and review those before you read this.  After all, if you’re a smart lead generation marketer, you know (or you’ll find out) that process is critical.  Skip a step or ignore part of the process, and you can expect a weakened lead generation program. Next up is identifying the metrics that matter.  Note I am using the phrase “that matter.”  Simple, but important.  Many market... (more)