WHAT you sell to WHOM and WHERE), Brand Promises, and the Profit per X and Big Hairy

Audacious Goal (BHAG®)

Regis McKenna, author of the classic Relationship Marketing: Successful Strategies for The Age of the Customer.

(For more practical insights about building Job Scorecards, read Bluewire Media’s excellent blog on the topic.)

For more on how to use content to drive revenue, read Joe Pulizzi’s highly insightful Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less.

To tackle the cash conversion cycle, start by reading “How Fast Can Your Company Afford to Grow?” a Harvard Business Review article by Neil C. Churchill and John W. Mullins.