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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!

Finding Purpose Through Authenticity

Authenticity is a powerful concept, meaning:

  • To be real and transparent
  • To operate from a place of conviction, principle and discipline
  • To relate to others in a way that’s genuine, human and connected

To be truly fulfilled, we must strive to live and lead this way. But what happens when we turn the spotlight on ourselves? What would we encounter when examining our work, personal fulfillment and confidence? If they don’t align, are we prepared to take concrete steps based on what we find? This is what Spenser Lewis, Engagement Manager at Promote On Purpose, did that turned her life in a new direction.

A Personal Transformation

Growing up, Spenser didn’t think she had a lot to say or give. Many of her thoughts went unexpressed because she doubted whether she had anything of value to add to any situation or discussion. She constantly worried about what other people would think or say.

With time and experience, however, Spenser learned to release her personal inhibitions to experience the freedom of being herself no matter what. Then an even greater transformation occurred when she took a deep look at her life and decided something had to change.

“I needed something to push me to higher heights,” she said. “I was complacent and comfortable. I was going through the motions and I needed a clear direction for my life. I needed to be authentic. Who was I really? How could I find my purpose and a path that’s mine to follow?”

This quest lead her to Dallas, where she started a career at Share On Purpose.

“I believe I am more confident today because I took that huge step.  Being authentic gives you a boost of confidence, you take strides and risks you never thought you could take, all because you dared to be the real you. You took the time to find yourself and love who you truly are.”

Finding oneself takes personal reflection and introspection, however, authenticity in dealing with others is just as critical. As Spenser says, “You need authentic people around you. The more open and real everyone is, the more success a team can experience. I have had managers in the past who weren’t effective, not because they didn’t know how to do their jobs but because they weren’t relatable. I was looking for realness and openness and that was lacking.”

On Authentic Leadership

As a growing leader, Spenser recognizes the role authenticity plays in her career growth.

“Being authentic as a leader is what’s going to help me improve my teams’ work experience, get results and succeed. I want to be known as a genuine leader, who not only works to get results but whom my team is excited to work with. You earn trust from your team when you’re authentic. And that starts with knowing yourself, your style of communication and your unique way of approaching your work.”

Spenser hopes to continue to inspire her current and future team members by encouraging openness and communication. “There’s always room for another perspective. Another type of thought process.  As they say, ‘Two heads are better than one.’ And because we make decisions and approach issues based on our personal experiences, there’s a richness to working on a team that encourages communication on every level.”

Looking to work with a company that values you as an individual and as part of a winning

team? Check out our available positions.

Be You: Finding Your Authentic Brand

Answer truthfully – do you enjoy the work you do? Have you ever wondered if you’re stuck in the wrong professional role? Finding the job you are meant to do is much easier said than done. Many individuals choose to simply go with the flow and don’t ever attempt to pursue a career with purpose. At Share On Purpose, we believe every person should do work they are passionate about and is in alignment with their purpose.

To make the shift to meaningful work, alter your perspective and begin looking at your journey as more than a job search. The truth of the matter is, when searching for a career that will compliment your life’s purpose; you must market yourself as more than the experience on your resume. You must show the authentic YOU as the product, and as an entire brand. The work you do every day should complement who you are.

By strategically positioning yourself in the job marketplace, you can have both meaning AND success. It is no longer a choice between one or the other.

In four steps, you can transform your job search into a campaign to launch your personal brand that will help you achieve a career that’s meaningful to you.

Step 1: Figure out what’s great about your product

One of the first things product marketers do is determine the value proposition of the product. If you are the “product”, how would you define yourself? First, you must know your purpose and understand your career persona.

Your purpose is that deep, visceral quality that sets you apart.

Your career persona aligns your natural way of operating with the type of work that suits you.

Determine what makes YOU powerful and unique in a way that matters most to your target market. That’s your value proposition.

Step 2: Define your target market

Never force a fit. Your target market shouldn’t be based on companies that have job openings. It should only include companies that will value the unique aspects and power of your product – YOU.

Step 3: Get noticed – authentically 

The goal is to raise awareness and position yourself as someone a company wants to hire for the job YOU want and will excel at. Marketing yourself to a company is significantly more effective than simply applying for jobs, which averages a dismal 1 in 1,000 success rate. Get noticed by:

  • Frequent networking meetings that are attended by people who work in your field of choice. Meet even more people by volunteering for organizations that you support. Also, schedule one-on-ones with people who might refer you to a potential employer and those who you can help in return.
  • Raising your visibility online. If you’re passionate about a topic, start a blog or regularly share content you’ve written on LinkedIn. Start and engage in conversations on LinkedIn and other digital channels with people who can connect you with influencers at organizations that interest you.
  • Building authentic relationships. People help people they trust and who give back in return. You have a long life ahead of you. So, don’t market yourself to gain short-term results – getting a job. Instead, dedicate yourself to building strong relationships that will be mutually beneficial for years to come.

Step 4: Interview in a manner that accentuates your strengths

We suggest you focus on your value early in the conversation to set yourself apart. Do this in an authentic way by highlighting the unique qualities that make you who you are, while focusing on how you will add value to the company.

Discover Your Purposeful Career

At Share On Purpose, we are committed to aligning each of our employees with roles that fit their purpose and passion. Finding a role that fulfills you is the only way to remain authentic in your career.

No more forced smiles or feigned enthusiasm. Join a team that wants you for your personal strengths and aspirations. View our available positions here.

A Culture of Character

Building Culture Through Character

The culture at Share On Purpose is built on character and integrity, and every one of the employees and partners at Share represents those values, especially Sheila Taheri. A full-time engagement manager for Share’s Promote On Purpose and IGNITE On Purpose brands, Sheila evokes sincerity and honor with every action she takes — an understandable characteristic for someone with the middle name, Ameneh.

“Ameneh is Farsi and translates to trustworthy and sincere,” said Sheila. “Having that as my name has deeply influenced me as an individual. Everything molds who we are. I was given this name and it gave me direction. Being trustworthy and sincere is a big part of who I am, and that’s one of the great things about working at Share. Every one here is unique, but we all have that one same trait. We all have character. We’re all trying to do something meaningful for our clients and ourselves.”

Culture Builds Value

That shared value of honest representation is one of the main qualities that make Share an incredible place to work and a valuable partner to its clients. It’s that strong, positive culture that drives results and leads to employee and client satisfaction and profitability. It creates long-term value.

“Character shines through in everything we do at Share,” said Sheila. “When working with a client, it’s that true authenticity and deep caring that enables us to share. That’s why we have weekly meetings to say ‘this is what’s working and this is what isn’t working.’ We don’t try to hide what isn’t working. We actually talk about it at length so we can come up with adjustments, which means our clients usually learn a lot in the process, too. With each other, we do the same thing. If there’s an issue or if we have to have a difficult conversation, we don’t brush it under the rug. We come together, and we talk it through.”

CEO Terri Maxwell describes the company the same way, writing, “We [at Share] ask ourselves hard questions. We wrestle with both perceptions and reality to uncover truth, and we face facts even when it’s painful to do so.”

Character Builds Relationships

This organizational focus on honesty encourages support and communication among colleagues, as well as between Share and its clients. As more and more employees work from home, that sense of community is more important than ever.

“Even though we are primarily remote and don’t see each other every day, the relationship between us means that we immediately feel a connection the minute we see each other,” explained Sheila. “It goes back to character being a window. It gives you a view into another person’s soul, into who they truly are.

“Here at Share, everyone really cares about the success of everyone in the organization. Everyone takes the time to care about what is going on with everyone else, both in their personal lives and within Share. When we’re talking together, someone always asks, ‘How are you doing on that new project? Can I help in any way?’ And that’s even if they aren’t on the project. They’ll still take the time to help. That’s the character of everyone in the company — even the new hires. They don’t just talk like they care, they act like they care. Having a company packed with individuals like that builds this amazing culture and an amazing company that has meaning and purpose and is truly trying to do something great.”

Do you want to partner with a company that values character and integrity as much as you do? Check out our open positions.