The Expert Edge: Exclusive Interviews with Marketing, Sales, and Service Professionals

The metrics we care the most about will change as the needs of our business evolve. The great thing about social is that you're able to assess your brand's needs and through analysis, identify the metrics that best translate into success for your team.

ROI is a slam dunk since it represents how our work directly impacts the bottom line. But let’s not discount the importance of other measures of long-range brand strength. With only 5% of buyers in-market at any given time, you need to ensure your brand creates pull for decision-makers now and in the future.

AI turns you from an engineer editor or heavy-duty creator towards more of a curator. You are the storyteller, which means more people will be able to express themselves. I think the future of video and audio will be more diverse in terms of thought and perspective – which ultimately creates more conversations and more progress.

The definition of what a seller is responsible for has changed drastically, and I think we're still in that migration where you've gone from a transactional salesperson to one that is an expert in the space helping uncover additional challenges the customer may also face in the future.

I always ask people what was the last thing they learned that wasn't required for work or school. I also ask what skill they want to improve and what their plan is to do so. Both are going for the same thing — is this person a lifelong learner? If not, they won't be successful in our industry. Things constantly change and we have to continuously be learning to remain competitive. No evidence of a growth mindset is a definite red flag for me.

Customers are already giving feedback — to friends and family, competitors, social media, etc. So the question becomes, are you going to start listening to feedback and implement change because of it?

To have effective collaboration, there needs to be ultimate transparency. Communication needs to happen in the same place, and you need general alignment so people know what other people are working on.

Customer feedback is a very important tool for managers to get anecdotal feedback directly from the customer as one of the many pieces for measuring team members’ performance.

I post threads about what’s on my mind randomly — maybe it’ll be something I said as a tweet already or a one-off thought I had to post on Threads. I’ll repost things I’ve seen on Threads from others that I like or relate to, but I’ll still definitely recycle my content and post new content on there as well.