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TDZ Blog

2019 Year in Review: Channel Marketing

By Tracy Diziere | January 7, 2020

Last year was super-productive for us–and our channel marketing clients. We’re excited to see what will change and how much more we’ll do in 2020. Download our 2019 Year in Review–a roll-up of our content marketing and PRM support for channel marketers as well as alliances and global marketing folks.

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Strategy Is Changing; What Does That Mean for You?

By Tracy Diziere | October 1, 2019

A recent Forbes article covered how marketing strategy in mature organizations is “moving from communications leadership to growth accelerant.” That might sound like a bunch of mumbo-jumbo to some of you. And like some pie-in-the-sky idea to others. So let’s break it down for the entrepreneurial-minded leader, shall we?  As a small service-based business leader, …

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Channel and Global Marketing Teams: Better Together and with a Creative Partner

By Tracy Diziere | August 13, 2019

As technology service offerings grow, channel partners’ opportunity to step in, cultivate custom solutions, and offer managed services has skyrocketed. In tandem, revenue from indirect channels has soared. While stats vary, a Forrester study commissioned by Mediafly reports that almost half (49%) of a company’s overall revenue comes from the channel. Or as Principal Analyst …

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Influencers, Alliance Partners, and Advocates–Oh My!

By Tracy Diziere | June 4, 2019

Technology is evolving faster than ever. With it comes massive shifts in the way we think about, strategize, and take action on marketing ideas—especially in the IT channel. Technology marketers have to read a ton to stay afloat in a fast-moving industry. And the buck doesn’t stop there. We’ve somehow got to synthesize what we’ve …

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Post-B2BMX 2019 Panel: The Agency Edge

By Tracy Diziere | March 4, 2019

I was honored to be invited to share my perspectives on a “channel panel” (“The Agency Edge: The New Skill Sets & Services That Distinguish Channel-Fluent Marketing Agencies”) at #B2BMX in Scottsdale last week along with amazing professionals like Jennifer Anaya, Marie Rourke, and Angela Leavitt and moderated by Forrester analyst and Canadian (not to …

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Save the Date: Beyond #B2BMX

By Tracy Diziere | March 2, 2019

Every year I attend #B2BMX (this was my third), I struggle to keep up the momentum, to prioritize and implement all I learned and all the cool “springboard” ideas I had. I know I’m not alone here, and that “Nothing is created alone.” So I thought, wouldn’t it be amazing to get together on a …

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Success Is an Inside Job

By Tracy Diziere | December 19, 2018

Part of my message at today’s Conscious Connections panel “Insight from Women of Influence, Impact + Profit” was “Success is an inside job.” This was/is a hard learned lesson and speaks to the need for personalized attention when growing as an entrepreneurial-minded leader. I/we need this kind of help. That’s why I fill the role of …

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Why We Take a Holistic Approach to Service

By Tracy Diziere | November 6, 2018

Why do we take a holistic approach to service? Why does service experience design start with a broad view? David Clarke in an Adweek article says it best: Experience isn’t just one thing. It’s comprised of sales, customer service, order entry, human resources, quality assurance, shipping, billing, collections, maintenance—a hundred parts of an enterprise. Therefore, …

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Nothing Is Created Alone

By Tracy Diziere | January 9, 2018

I’m putting a stake in the ground: Nothing is created alone. This is what came from my Root Session with the fabulous team at Root + River. I’ll write more here later. The important thing is to know that it does take other people to create. We need each other. Despite our ideas about rugged …

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How Are You Responding to Uncertainty

By Tracy Diziere | September 23, 2016

Not Much Is for Certain. How Are You Responding to Uncertainty? Spoiler alert: I don’t have it all figured out but I do have one tool you can use related to strengths which I’ll address at the end. There seems to be a lot of buzz and advice around being comfortable with–accepting?— instead of responding to …

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Guest Blog Posts

In addition to our own posts by title below, check out the following guest posts:

Focusing on Successes and Strengths vs. Failures and Weaknesses

The Best Place to Spend Your Marketing Time & Money

Customer Expectations: Mind the Gap

Key Topics

BPM Research, Small Business, and a Forrester Survey

By Tracy Diziere | January 3, 2011 | Comments Off on BPM Research, Small Business, and a Forrester Survey

Although my clients typically aren’t banging the door down for process change and oftentimes are focused on other things, I’m always trying to (re-)focus on the business of doing business.  This means building repeatable processes and tools to support them to lessen the workload and prevent waste.  (Part of the foundations of business.) I suspect that […]

How to Improve Your Small Business Website

By Tracy Diziere | December 28, 2010 | Comments Off on How to Improve Your Small Business Website

Most micro and small businesses started a company website at launch in order to establish a brand identity, build credibility with potential buyers, cross temporal communication barriers, create another opportunity for lead generation or customer education, or even conduct online sales. However, as the company has grown and more information has been added, the site […]

Evaluating a Marketing Person: Criterion #1

By Tracy Diziere | September 3, 2010 | Comments Off on Evaluating a Marketing Person: Criterion #1

Criterion # 1: Sufficient Experience . . . As Evidenced by LinkedIn (or other professional online network) Background: I get asked sometimes by friends (even those who have made hiring mistakes in the past) about how they can “screen” an independent contractor or small marketing agency based on its leadership and what to look for.  This […]

Getting Fierce About Time Management

By Tracy Diziere | May 27, 2010 | 1 Comment

While I strongly believe in investing in professional relationships, I realize I cannot have coffee or lunch with everyone who suggests it.  While I understand the importance of networking, there’s no way I can attend all of the networking events where my target market hangs out.   I guess I’m not too different from any other small business owner, solo service […]

Re-Thinking the Business Plan

By Tracy Diziere | May 20, 2010 | Comments Off on Re-Thinking the Business Plan

Bob Reiss’ article, “Write Your Business Plan in Pencil” from  Entrepreneur.com,  has some good points about when and how small businesses might approach business plan development.  Reiss advocates constructing a plan that will be flexible (hence the “in pencil” directive) but explains that “a detailed plan is only required if you want to raise money from a bank or […]

What To Do With a Full Plate

By Tracy Diziere | May 19, 2010 | Comments Off on What To Do With a Full Plate

Ron Ashkenas has a brillant post “Do You Have Too Much on Your Plate?” from Harvard Business Review yesterday in which he advises larger organizations on how to streamline and manage projects.  His first point, “Review the workload across strategic priorities,” has more meaning for companies who have multiple management levels, a departmental structure, and a strategic plan.  […]

Quote of the Day: DIY

By Tracy Diziere | May 19, 2010 | Comments Off on Quote of the Day: DIY

“Focus on what you do best and pay someone to do the rest.” I’m on my soapbox today about doing it yourself, or DIY.  Lately, I’ve seen too many small business owners trying to do it all and once they’ve wasted too much time and money on non-essential tasks, they contact me for help.  Not an […]

Personality in Business

By Tracy Diziere | May 7, 2010 | 2 Comments

I love Kelleye Crane’s interview “Salty and Successful” with Jeremy Pepper, long-time blogger, PR expert, and current director of communications and social media for Palisade Systems. Crane asks important questions that, for me, point to concerns about personality and identity in business. Namely, “do you attract clients and employers who accept and embrace the real you?” Pepper says, […]

Maritz: Employee Sat, Trust Critically Low

By Tracy Diziere | May 6, 2010 | Comments Off on Maritz: Employee Sat, Trust Critically Low

An article today in Incentive magazine covers poll results from market researcher Maritz regarding “record lows” for employee satisfaction and trust of management and coworkers based on a national sample of 2,004 full-time employees. Selected Findings 11 percent of respondents strongly agree that their managers show consistency between their words and actions 7 percent strongly agree that […]

To Outsource or Not?

By Tracy Diziere | May 5, 2010 | Comments Off on To Outsource or Not?

Whether to Outsource and How to Value Your Marketing Efforts Here is a quick guide to help the small business owner determine whether to outsource specific marketing tasks and how to decide what his/her marketing efforts are worth. Should I Outsource? Try the classic litmus test for delegating: “If someone else can perform this task […]