The SMART Spark
Make the Important Fields Required
Nobody fills in fields they don't have to. That's not a criticism — it's just human nature. When a sales rep is moving fast, they're logging the call and moving on. When...
What HubSpot Just Did to Meetings (And Why It Matters)
HubSpot is moving fast. Like, really fast. Spot Check is a new weekly series that pulls out the updates worth paying attention to — so you don't have to read every release...
How to Turn Your Thank You Page Into a Conversion Machine
Most marketers treat it like a receipt. It's actually a runway. You spent time on the ad. You obsessed over the headline. You tested the button color on the landing page....
Good, Cheap, Fast — Pick Two.
The mistake most people make is optimizing for only one corner of the triangle.Or: Why I Finally Took My Car to the Local Guy There's an old triangle in every service industry. Good. Cheap. Fast. Pick two. It's been around forever because it's true. And most people...
Your CRM Has Duplicates. Here’s What That’s Actually Breaking.
The longer it goes, the more expensive it gets.Your CRM has two of the same person in it right now. Probably more than two. Every time I run an audit for a new client I find hundreds — sometimes thousands — of duplicate records. The same person, entered twice....
The Psychology of Motivation — Then and Now
It's about having a CRM that reflects reality.Editor's note: The original version of this article was published in Website Magazine in 2013 under my byline — which their current site has since misattributed. The research and the ideas are mine, noted at the end of the...
HubSpot Just Upgraded Email
Running multiple email programs? This is meaningful improvement. What Email Improvements Mean for Your Outreach Efforts A client called me last week to ask why their re-engagement campaign had cratered their deliverability. They'd blasted 40,000 contacts in about 20...
Stop Hunting for Info Inside Your Own CRM
Most HubSpot record views were built for everyone — which means they work perfectly for no one. You're on a call with a customer. They mention an invoice they're waiting on....
We Haven’t Been Using It
There's a support group for this . . . He didn’t call it a crisis. He didn’t say they were in trouble. He just said: “We haven’t really been using it.” I’ve learned to let that sentence sit for a second. Usually what follows is a story. They invested in it.They...
