In my head, I'm starting to sound like a broken record. I realize that it's not true. Like every other human being on the planet, when you are deeply engrossed in something, it fills your thoughts continuously. To me, things like using Alternative Revenue Streams to grow your business seems obvious, but I have to remember that not everyone has heard the message or thinks of it the way I do.   I had a conversation with several CROs this week, and one of the things that came up in conversation was the notion of utilizing channels to create exponential growth and to help grow their business. For these CROs (thanks for letting me use you in this post), it was an A-ha moment. "Yes, of course, use other channels to market, why didn't I think of that?!?" Up to now, these individuals have only focused on direct sales as a path to customers, and our recent mention of Alternative Revenue Streams caught their attention enough to get on a phone call.   So it dawned on me. A...

  Okay, we have to admit that A.T.A.A.R. doesn't quite flow off the tongue quite like A.B.C. (Always Be Closing) in Glengarry Glen Ross!   But "coffee is for leaders who embrace Alternative Revenue Streams!" If you are a founder, company leader or early-stage CRO, the allure of the direct sales approach is very strong.  We know there is an eagerness to jump into the market and sell products directly. It's what you are taught. But it is not the only way to go to market.  So much time is spent in planning the direct approach to clients that often times low hanging fruit, or even easier ways to go-to-market are not considered. Quite frankly this is leaving money on the table and inhibiting early development.   Yes, it takes effort and know-how but if you want to give your company a fighting chance for success you need to be looking at all angles to grow your business, so we are huge advocates of the ATAAR approach to market development.  It is import...