Cover art for podcast How to Drive Profit with Purpose

How to Drive Profit with Purpose

60 EpisodesProduced by Fran Biderman-GrossWebsite

This is Drive Profit with Purpose. Listen in each week as we talk with successful industry leaders about how to lead a values-based professional services firm.


The Catalyst Conversation: What It Is and Why It Matters

Welcome back to a brand new episode of How to Drive Profit with Purpose. Today, I am unpacking the “catalyst conversation”, a point every agency should start from when embarking on a new project. It helps you to understand a client’s business objectives and where growth will stem from. When you begin here, you are setting every person involved up for success. 

Here are the key takeaways from the episode: 

  • The point of the catalyst conversation is for you to understand a client’s business objectives and where growth will come from 
  • The result of the catalyst conversation is an action-oriented roadmap that identifies gaps in your current business that are holding you back from scale and the marketing tactics that drive desired KPIs for your company
  • The marketing job to be done must be dictated by your business objective 
  • You need a catalyst conversation when 
    • You’re looking to grow your business through marketing efforts 
    • You’re in the early stages of searching for a marketing partner or a strategy 
    • Your business is going somewhere but you don’t know how to get there 
  • We work with our clients to outline the gaps between their business growth objectives and their marketing plans to identify tactics that will deliver impact 
  • Need to get clear on growth goals, KPIs, core products, buyer personas and strategic initiatives - if you’re not clear on any of those things, you won’t get the results you’re looking for 
  • Then, we 
    • Review all of the information we have gathered to understand where that company is today and where it is going
    • Outline a cohesive strategy with tactical plans that understands a buyer’s journey
  • We end with a read-out session to synthesize all of those results and outline a high level strategy that specifies tactics to achieve those goals
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