Measuring What Matters: Achieving Client & Career Success

Share On Purpose not only launches and develops brands, but also trains employees to work in, and eventually run these companies.

Within Share On Purpose’s innovative suite of businesses, there are two Authentic Demand GenerationTMcompanies; Promote On Purpose and IGNITE On Purpose. As the largest businesses in the portfolio, they often serve as the first step in employees’ career journeys.

These businesses separate themselves from traditional marketing firms by implementing two science-based tools:

ROI has always been at the foundation of what we do. In fact, both businesses guarantee it.

Getting to ROI

For most companies, sales and marketing expenses represent the largest non-product/service related overhead costs, yet executives rarely understand how to measure the value of these costs, other than by asking “did revenue increase?”

By the time it’s clear whether or not a marketing/sales expense actually generated revenue, it is unfortunately too late, because the cost was already incurred. In most companies, this lack of quantifiable and predictable results (ROI) occurs quarter after quarter and year after year.

At Promote and IGNITE, ROI isn’t something we “hope” to get. It’s something that is planned, measured and guaranteed.

Since we are committed to ROI, consistently reviewing metrics, assessing data, and making adjustments is essential to stay on track. What is not productive however, is spinning wheels and investigating data that won’t serve the ultimate goal – an ROI for clients.

Here are the top three metrics to measure in order to determine if marketing activities are generating results.

No. 1: Revenue Multiple (the best indication of ROI) 

The first and most important metric to track is the revenue multiple, or revenue-based ROI. Dollars earned should equate to a multiple of the dollars spent.

The rule of thumb here is that a new program should generate greater than 2X (two times) the revenue of the cost of the program and do so fairly quickly. So, if your new lead generation program costs $15,000, in its first 90 days it should generate $30,000 in quantifiable revenue, period, end of story.

Over time, the program should increase its multiple to a greater than 5X revenue increase for every dollar spent on the sales or marketing program.

For B2B companies with a longer sales cycle, this metric is more difficult to measure, so it would be wise to use what is known as “Pipeline ROI.”

No. 2: Net Profit Ratio

For smaller businesses, using a net profit ratio is critical, as not all demand generation initiatives result in profitable revenue. Growth-funded growth techniques measure the actual profit generated from the sales and marketing program (as well as the revenue generated) to ensure the company is investing in sales and marketing proportionate to profit generation.

Taking a growth-funded growth mindset is critical for smaller brands, like the IGNITE clients, who want to grow quickly, but responsibly. Once the ratio is established, only a portion of the net profit is reinvested into new sales and marketing programs. This metric ensures profitable growth, rather than growth for growth’s sake.

No. 3: Cost of Acquisition

This metric should be customized for each sales and marketing activity and tracked intensely, as it is the best predictor of efficient demand generation strategies long-term. There are three metrics to measure for increasing efficiency of demand generation:

  • Cost Per Lead
  • Cost Per Opportunity
  • Cost Per Sale

Yes, Revenue-based ROI Is Trackable and Doable

It doesn’t take a rocket scientist to quantify the ROI from sales and marketing programs, but it DOES take a scientific approach to measure, track and deliver revenue-based ROI to ensure profitability. We are always looking to expand our team with driven professionals who aren’t scared by our ROI guarantee but embrace it.

Are you ready to measure what matters to clients so you can help them achieve success, and quickly grow your career? Check out our available positions and find the right fit for you!

Navigating Career Change with Wisdom

Every professional will experience a transition at some point in their career.  Whether it’s moving up the ladder or changing industries entirely, one thing is certain; you will need to acquire new knowledge, learn different skills and take on unique challenges. So, what is the best way to succeed in a career transition? The answer is a powerful but underestimated principle: Wisdom Simplifies.

According to Terri Maxwell, CEO of Share On Purpose, Wisdom Simplifies means looking to mentors and resources without hesitation, rather than believing you have to know everything and do it all yourself.

This is precisely what Gerardo Osorio, Senior Engagement Manager at Promote On Purpose, did to make sense of his career transition.

Taking On New Challenges

For Gerardo, making the shift from 10+ years in Healthcare Operations to a marketing role in the Healthcare Division at Promote On Purpose would require a welcome challenge. Gerardo knew he brought a lot to the table, but to truly succeed in his new position it would require discipline and focus, so he relied on a proven system that has helped him learn and grow in the past. “The first thing I do is deconstruct my new challenge into its basic elements,” he said. “This is important to avoid overwhelm. I ask myself, what small things can I do that will create the most impact? For me, reading is at the top of this list. I spend about an hour every morning reading. And since I already have that habit established, all I do is pick a book that applies to the field or topic I am working on and try to get up to speed. This is a great way for me to use available resources and other people’s experiences in the form of books to learn what I need to know.”

Next, Gerardo finds someone else who is skilled and prepared to provide help and support. “I have learned that you definitely do not need to know all the answers, you just need to know whom to go to for help. And finding that person is as simple as looking around my network and approaching the person who is the most experienced and knowledgeable about the skill I’m trying to acquire. And I leverage that to the best of my ability.” He has taken these principles to heart, and they have helped him tremendously in his new capacity as a marketing executive. He’s currently reading books on business operations, marketing, and advertising to help strengthen his knowledge in those areas.

“I also make it a point to ask questions about the things I do not fully understand because the more I ask clarifying questions, the faster I can grasp the concepts I need to learn to be productive.”

According to Gerardo, there is an even better, unintended consequence of asking questions and leaning on the experience of others. You not only have answers to your questions, you also learn how the other person thinks and understand how they developed their solution. “Many times, people reach conclusions and find answers to their biggest questions without really documenting and mapping out their thought process. By asking them for help, you’re giving them an opportunity to reverse engineer the solution they came up with and possibly document it for future reference.”

Gerardo believes that this back and forth also helps in building workplace relationships because it fosters a deep understanding of your team member’s point of view and how they approach issues. “The more understanding there is between team members, the more success the team experiences.”

Lastly, he explains that asking questions and leaning on others’ experiences is crucial for gathering information, having knowledge and thinking deeply about why things are the way they are. “When starting out in their careers, many people have a deep desire to have all the answers, so they pursue that knowledge just for the sake of it. I believe it is more important to know why things work the way they do. This way you grow intellectually, strengthen your skill set and develop a way to tackle problems in the future.”

A Winner’s Mindset

According to Gerardo, patience is absolutely crucial for tackling new learning challenges. “You need to be patient with yourself because you can’t expect to know or learn everything you need all at once.” He advises anyone in such situations to take a look at the scope of the challenge they’re being presented and ask “How long will the average person take to finish this? And how much time should I take to finish this?” In other words, set realistic expectations.

He also explains that discipline and creativity are vital traits that make one a more effective professional and individual. “Without discipline, you lack the mental energy and drive to prioritize and go the extra mile to face a learning challenge head-on. And creativity ensures you’ll be flexible and can come up with clever ways of managing and tackling your learning challenges in efficient ways.”

These are all values and principles that Gerardo leans on as he continues to challenge himself intellectually and grow his career as an executive within the Share On Purpose portfolio.

Find the Right Team

At Share On Purpose, we support new hires in career changes and strive to put existing team members in roles that align with their passions and purpose. We provide resources, including mentoring, coaching and extensive training through Share School, focusing on job skills, as well as personal and professional development.

Are you looking to work with a company that gives you the support and opportunities you need to advance your career? Check out our available positions.

Wisdom Simplifies

Most know me as CEO of Succeed On Purpose and the Share On Purpose Portfolio of Companies, but did you know I started my career as a middle school teacher?

How does someone go from middle school teacher, to business executive, to serial entrepreneur? My secret (and one of our guiding principles) is: Wisdom Simplifies.

Wisdom Simplifies means rather than believing you have to know everything and do it all yourself, you instead look for mentors and resources quickly.

For example, when I wanted to transition out of teaching and into my first entry-level consulting role in educational software, I had NO computer experience and no experience teaching adults. So, I immediately took classes and looked for a mentor to show me the way.

When I was promoted from consultant to Director of Training, I sought courses and mentors who could show me how to design a training curriculum for our company.

When our Vice President said I had a natural gift for marketing (who knew?!) and wanted to promote me to Director of Training & Marketing, I not only sought mentorship but also joined the Business Marketing Association to sharpen my skills and learn the ropes.

The truth is my professional success can in large part be attributed to my willingness to search for training, resources, and mentorship frequently and often.

In every step of my career, I did not know how to do what was expected of me, but I built a reputation for “finding a way” and being willing to “do whatever it takes” which almost always included being mentored and seeking training.

When we founded what is now Share On Purpose, Inc., I was passionate about leveraging my wealth of entrepreneurial experience and my purpose (to inspire potential). As we shaped our strategy and refined our business model, our Guiding Principles began to take shape.

I knew that Wisdom Simplifies would be a practical and powerful principle for our team to embrace. Since we create companies that are unique, different and game-changing, it’s not like we can hire someone off the street who already knows what to do because it’s never been done before.

Not only are we okay with that, but we frequently hire staff members who are willing to try new things, and willing to do the work to learn what they do not know. Our CFO had a 25-year career in Commercial Property Management. Our Talent Director began her career in marketing. Most of the associates who work for us are doing things they’ve never done before.

As associates learn more about their passions, we work with them to find roles they can grow into that more closely align with those passions. At the same time, the expectation is they will “master their craft” by seeking mentors, training, and resources to help them learn what they need to know.

Career transitions do not need to be hard, but you will have to muster the courage to face the fear of not knowing what you need to know, and gain the confidence that you can figure it out over time.

We pride ourselves on being that kind of company. At Share On Purpose, we offer a significant amount of training, but we believe Wisdom Simplifies is more than that. It’s the wisdom that employees gain after the training – how it is assimilated and how it is applied.

The definition of wisdom is: “the quality or state of being wise; knowledge of what is true or right coupled with just judgment as to action; sagacity, discernment, or insight.”

We prefer wisdom for this principle because we consider wisdom to be “knowledge in action” and a state of becoming smarter, wiser and more prepared on the journey.

So, if you’re looking for a place that not only values training and development, but invests in team members’ wisdom, consider Share On Purpose, Inc. If you’re looking for a place where you can try new things and follow your passion. Check out our open positions.