Mini-podcast: Listrak's Ross Kramer on not investing in sales and marketing

An audio story from The Mistake Bank.

When Ross Kramer started his first technology business, he focused on the technical side to the exclusion of sales and marketing. In retrospect, that was a mistake.

You can download the story here.

Biography:
Ross Kramer started his first company, a web hosting firm named Vertex Internet, in his Penn State dorm room in 1997. He quickly noticed the struggles his customers were having in communicating with their customers efficiently and effectively, so he started Listrak to help with their email marketing needs. Under Ross’ direction, both companies have grown into technologically-advanced companies that are leaders in their industries.

Listrak services clients such as Daimler Chrysler, Motorola, L’Oreal and the Islands of the Bahamas from its Lititz, PA headquarters. Listrak is a two-time winner of the Central Penn Business Journal’s Top Fifty Fastest Growing Companies and the 2005 Growth Company of the Year by the Technology Council of Central PA.

Tags:
learning, Mistake Bank, sales, marketing, technology, podcast, investment

Shop Talk Podcast #12 - Listrak's Ross Kramer on common mistakes made in email marketing

The latest edition of the podcast includes an interview with Listrak Founder and CEO Ross Kramer. Ross discusses the ins and outs of communicating customer via e-mail, including the definition of the term "house file." (I didn't know what it meant either.) It was a fun and frank discussion, and I learned a lot.

You can download the podcast here.

Disclosure: I use Listrak's email marketing platform.

Related links:
Ross Kramer's blog

(Theme music: "Up the Coast," from West Indian Girl's latest album 4th and Wall.)

Tags:
podcast, email marketing, marketing

Shop Talk Podcast #11 - (Not) Raising Prices - a mistake

From The Mistake Bank:

The following story discusses how something as well-meaning as holding off on price increases until there's no other option often backfires.

Click here to access the podcast.

Shop Talk Podcast #10 - John Quelch on Democracy and Marketing

This time we talk with Harvard Business School Professor John Quelch, co-author with Katherine Jocz of "Greater Good: How Good Marketing Makes For Better Democracy" (Harvard Business Press, 2008).

John talks about how marketing and democracy share many goals, and how each can learn from the strengths of the other--including how democracy's lessons on acting based on altruism rather than self-interest has echoes in the corporate social responsibility movement.

One of John's welcome themes is that marketing on the whole benefits society greatly--which leads into a detour about why people--even marketers themselves--often view the profession as unseemly.

It was a fun discussion. I learned a lot, and I hope you like it.

The podcast is here (right-click to download).

You can learn more about John Quelch's research and thinking on his blog.

Other resources:
Interview with John Quelch from Personal Branding Blog
My review of "Greater Good"

(Theme music: "Up the Coast," from West Indian Girl's latest album 4th and Wall.)

Shop Talk Podcast #9 - Francis Ten of West Indian Girl on Today's Music Business

For the latest edition of the podcast, we're talking the business of music. It's changed dramatically since the boom days of the late 1990's, when Napster hadn't yet been born and CD sales were at their peak. Now, music is easier to download free than to purchase.

In spite of these obstacles, the music world is more open to new voices than it's ever been. Making a living, though, has gotten harder.

Francis Ten is the bassist for West Indian Girl and also manages the group's business operations. West Indian Girl is based in Los Angeles and its latest album 4th and Wall was released in late 2007.

In a wide-ranging, fun (and funny) discussion, we talk about "revenue streams," MySpace, and why music is different from t-shirts.
And check out Fran's very personal and human response to the question of acquiring music free via filesharing rather than purchasing it. (Some similarly nuanced sentiments can be found in this post from consumer-electronics columnist and author David Pogue.)

The podcast is here (right-click to download).

(Intro and Outro music: "Up the Coast," from West Indian Girl's latest album 4th and Wall.)

Mistake Bank #12 - Don't forget about support!

What follows is a sample of a project I've been working on called the Mistake Bank. It combines narrative, learning from mistakes, video and web2.0 in an environment that companies can use to train new employees, create a corporate history, connect workers and mentors, and bring more humanity to the workplace. Email me at inquiry@caddellinsightgroup.com if you would like to know more about the Mistake Bank.

When John Caddell began his first job as a product manager, he inherited a new product that was being sold by a large partner. And once the first sale happened, he learned that having a support strategy is not optional. Click here to view video.

mistakes, Mistake Bank, narrative, learning, marketing, product management, technical support