The Roadmap to Revenue Blog

When companies come to us, they’re usually frustrated. Their marketing isn’t converting. Their sales team is complaining. And they’re not sure why. The answer is almost always the same: they think they know what their customers want, but they don’t. That’s why the first thing we do at Zhivago Partners is interview your current customers.…

Entrepreneurs get up every day determined to take their visions out to the world. They are driven by the belief that what they are doing is going to make a difference, not just for their customers, but for their workers and partners.  It’s not just about money. Everyone works to make money so they can…

Revenue comes from customers. So what I’m about to reveal is written from your customer’s perspective.  Everything I do with business leaders is designed to reduce the gap between what the leaders think and what their customers think.  Closing that gap is the most effective, powerful, and consistent way to grow sales. Here are the…

Branding is the promise that your marketing makes; your brand is the promise that your company keeps.—Kristin Zhivago Last week, I wrote about how to stop AI from killing your company.  This week, I want to talk about how you can stop yourself from killing your company.  Let’s do what I love to do: Look…

Every day, there are dozens of articles on LinkedIn about how to make your company an “AI-First” company. They are sadly similar; you only have to read one to understand the basic concepts.  And the articles always end with the doomsday message: “If you don’t do this, you’re toast.”  We all know that. That is…

Business-to-business corporate sales can drag out even if you do everything perfectly. But if you make this one mistake, your chances of making the sale are little to none. The mistake made most often is to ignore the main barrier to an enterprise sale: The primary buyer’s fear of embarrassment.  I didn’t realize this myself…

In a nutshell, this is the main thing you need to know about branding: BRANDING is the promise that your marketing makes.  Your BRAND is the promise that your company keeps. I realized this early in my career, and it remains true. If your marketing is making promises that your company doesn’t keep, prospective buyers…

“Which social channels should I be on?” "Should I be focusing on SEO, or digital advertising?” “Should I be using email for outreach?” All of these questions, asked by business owners around the world every day, are about channels.  In other words, they are all the places where you can expose your message to prospective…