Speakers: Mike Doobay | Greg Alexander, SBI
CEO demonstrates how to create new markets through the development of new products, how to attract new customers to an existing product, and how to convince current customers to buy more of an existing product.

Mike Doobay - Chief Executive Officer for Affinitive Podcast

 

Joining us for today’s show is Mike Doobay, a Chief Executive Officer who knows a thing or two about creating new markets through product development. Our guest today has grown his company by creating new markets. He will demonstrate how to attract new customers to an existing product, and how to convince current customers to buy more of an existing product. It’s difficult to grow revenue faster than your competitors, and talent is just one part of the equation. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year.  

 

Mike Doobay is the Chief Executive Officer of Affinitiv. Anyone in the automotive industry will know Affinitiv as the leader in helping OEMs and dealers retain customers, build loyalty and drive sales.  Affinitiv does this through a combination of predictive analytics, integrated technology, and in-field experts. Listen as Mike demonstrates how to create new markets through the development of new products, how to attract new customers to an existing product and how to convince current customers to buy more of an existing product.

 

Mike is uniquely qualified to speak on this topic that dives deep into the product portion of the corporate strategy. Mike’s leadership is a fascinating story of impressive growth that serves as a solid use-case to demonstrate growth through new products. The benefit to our audience of CEO’s, marketing leaders, sales leaders, and product leaders in the B2B space, is that you should be thinking about all the different ways to bring innovation to your customers to spark revenue growth.

 

Why this topic? Not all revenue growth is equal. Some revenue growth creates more enterprise value than others. Revenue growth that comes from increasing market share for a product does not create much long-term value because competitors can easily retaliate. Revenue growth driven by increasing prices of certain products comes at the expense of the customer, who can retaliate by buying less and seeking substitute products. Revenue growth driven by products that create new markets, attract new customers and convince customers to buy more is the most valuable type of revenue growth.

 

Listen as Mike explains how the corporate strategy focused Affinitiv as a specialist to be unique and therefore drive impressive growth. Mike is competing against these much larger marketing services firms that are generalist, yet Mike’s team knows the automotive industry better than a generalist because Affinitiv is entirely focused on that industry. The corporate strategy Mike outlines tells his sales and marketing team what markets they will compete in and how they will beat the competition.

 

When thinking about, “How am I going to grow?” you should have a command over your business. What is your market share? How do you segment your market? What’s the spend? Who has the propensity to buy? who are my competitors? What is my competitive differentiation? Mike’s demonstration is a use-case of a CEO who knows what he’s talking about, and you should aspire to be like him if you’re able to answer these key questions for your team.

 

Have expectations gone up and left you wondering if you can make your number? Here is a Revenue Growth Diagnostic tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:

 

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job

     

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