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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!

Abundance: Building the Life You Want

Want to create more in your life? More success, more money, more joy and more meaning?

Share On Purpose hires great people who do great things, and proudly teaches them how to create more in their lives.

The first step to MORE is to understand the difference between abundance and wealth.

To be wealthy means that you have achieved “a great quantity of money and/or possessions.” Wealth is an end state.

Abundance, on the other hand, is an energy you step into. Webster defines abundance as “generating an ample quantity.” The key word being ample, which means generously sufficient.

I think of abundance as the process of both creating and receiving more.

Becoming abundant means you are receiving what you want in great supply, versus a fixed state of wealth where you already have it.

Said another way, abundance is the PROCESS of more; It’s the energy of attraction.

Tapping into the energy of abundance allows us to create more joy and more meaning, not just more money. We are flowing with the powerful energy of abundance, rather than trying to force an end state of wealth.

We must also step into our divinity and our ability to CREATE more. Not just more money, but more everything. More success, more joy, and more meaning.

Sounds great, right? There’s a catch.

Two Things to Give Up:

In order to harness abundance, we have to give up our old ways of being, particularly our egoic need to try to force an outcome.

As a person who grew up in poverty, I spent the first half of my career driving towards wealth and success. As I acquired it I realized I was still not happy,

1) Meaning versus Money:

I learned in order to create an abundant life I have to give up the quest for money, and instead seek meaning. By focusing on what matters and what I am passionate about, money will flow easily.

When I look for meaningful work it means I enjoy the work, and in the process attract more money. This is where passion comes in. To tap into abundance, we must be passionate about our work. Passion fuels abundance.

2) Freedom versus Control

The second key to abundance is understanding the difference between freedom and control.

The ego wants to control: situations, others, and outcomes.

But does having more control feel like abundance? No. The truth is, what we really want is freedom. We really want financial freedom, time freedom, and the freedom to just be.

Are you hungry for more? Do you want to work in a place that’s dynamically cresting from a place of abundance?

If you know you’re destined for more and think Share On Purpose might be for you, check out our available positions.

Culture – It’s What’s for Business!

Do you ever feel there’s something missing in your day-to-day work? Maybe you feel like you don’t exactly fit in, or perhaps there is something “off” about the company you currently work for. Maybe you are just simply looking for something bigger, better and more significant.

You are not alone! According to an article in Harvard Business Review, 7 out of 10 people are not actively engaged at work. This not only impacts each employee’s happiness, but costs an estimated $450 billion in lost productivity each year. That’s billion, with a “b.”

Lack of engagement is bad news for companies, but also equates to a challenge for career-oriented professionals who desire a challenge and want to be a part of a larger purpose. If the company cannot tackle the issue of engagement, talented professionals will go elsewhere. This begs the question – what should you consider if you are wanting to make a positive change in your career trajectory?

Find a Culture Fit

When you feel like there is something missing from your career, it impacts every aspect of life. Perhaps you like your current role, but the company itself is not in alignment with your overall goals. Successful leaders will advise you: choose the company, and choose the leadership, rather than the job itself. Look for a company that has a culture that is in alignment with who you are.

The culture of an organization showcases its beliefs, values, and behaviors. By investing time in learning about a company’s culture, you can find a workplace that aligns with your personal goals. It should be relatively easy to learn about a company’s culture, because organizations are very aware of the advantage a positive culture brings. If you cannot find out about the culture, that is your first sign you don’t want to pursue that company any further.

A recent Forbes article outlines how organization’s that focus on culture are becoming icons for both job seekers and those looking to fulfill a larger purpose. Reasons listed include:

  • Younger companies that focus on culture see a huge payoff (think HubSpot with its culture manifesto).
  • NetFlix’s culture manifesto “freedom with responsibility” is one of the most popular documents on the internet, 11 million+ viewers.
  • Value statements have popped up everywhere. Examples include Zappos’ cultural values focus on innovation, Google’s 10 “truths” (focus on the user is one), and LinkedIn being in the “human service” business and calls itself a “tribe.”

Obviously, culture is a focus for many organizations. Those who understand the value will be actively creating and cultivating a culture. Those who don’t may not realize that culture happens whether you focus on it or not, and are the ones who end up with a culture you may not desire.

Make the Best Choice for You 

Finding a culture that aligns with your value set is key to your success and happiness. The following tips will help you get started on discovering the best business opportunity for you:

  1. Write down your values and goals. Make sure to be specific and think long-term.
  2. Review the company website for their culture information. At Share On Purpose, we are very clear on our culture and focus – “to inspire potential in others while launching game-changing ideas. We believe in creating BOTH meaningful vocation and financial success.”
  3. Consider reviewing survey websites. Many current and former employees will provide their feedback on a company through sites likes Glassdoor. One caveat – review these with a critical eye. It’s very easy for people to voice “sour grapes” on these sites, so review them for valid content that provides good feedback.

Finally, don’t wait until you are completely unhappy or out of a job to start seeking your next opportunity. It takes time to find the best organization for you, so start earlier and invest time in really understanding the type of opportunity you desire. For those who crave an entrepreneurial environment filled with opportunities for high performing individuals, please check out the open positions at Share On Purpose. Starting now gives you the best chance to find the ideal place for you.