Aligning sales and marketing departments is the ever-elusive, gold standard for many businesses.
Their harmonious partnership plays a crucial role in generating high-quality leads and sales.
A tightly aligned sales and marketing team are 67% better at closing deals, can increase revenue by 209% and have 36% higher customer retention rates. Their collaboration quite literally has the power to transform your business and bottom line.
But, despite the many benefits that businesses experience by having a strong sales and marketing relationship, there is still a pervasive disconnect between the two departments.
So, how can you go about closing this gap?
IMPACT’s VP of Revenue, Melanie Collins says that aligning the two departments starts with doing away with outdated stereotypes and preconceived notions each department has of the other.
- What marketers are getting wrong about sales team
- What is sales and marketing alignment and why does it matter?
The role of sales and marketing alignment
My role at IMPACT is as a digital sales and marketing coach.
As a consultant that works with inbound marketing agencies, you’d probably assume that all my clients work in marketing departments.
Yet the majority of my time is spent coaching sales teams on the importance of working closely with the marketing department and clarifying their individual responsibility and contribution to the content that we publish in a collaborative effort to drive more sales and revenue for the company.
This is one of the ways that we address the persistent disconnect between sales and marketing teams across the companies that we work with.
And it makes sense, because ultimately, sales and marketing should be working towards the same goal. Both sales and marketing use different processes, but both departments should be focused on impacted lead generation and revenue.
Their roles can be compared to two instruments in a band. Both have their different parts to play, but both are contributing to the same song. Without one, the song is not complete.
In 2020, the process of buying is no longer quite as linear.
Traditionally, it would look a little something like this: The marketing team runs a campaign. This attracts a lead. The lead would be contacted by a sales representative. Sales corresponds with the lead to convert them into a paying customer.
Now, things look a little different.
There are multiple routes, and stages of buyer readiness depending on which marketing channel the potential customer has come through.
It’s not at all unusual, for example, for a potential client to first speak to a sales rep and then need further marketing such as blogs, videos, or webinars to close the deal.
By working closely together, the sales and marketing team can anticipate the needs of leads and figure out how best they can move them through the new buying process regardless of where they start.
By learning how your business uses inbound marketing and selling techniques, your sales team will stay better connected to your marketing team.
This relationship has the power to significantly increase conversion rates and revenue.
The problem is that traditionally, these two departments are completely disparate.
The number one things sales people are getting wrong about marketing
Sales and marketing tend to run separately; they don’t even talk to each other. In fact, you could go as far to say there is a friendly tension and rivalry between the two.
But no matter what you call it, all this means is that they are not aligned — and this is a problem for your business.
But what is causing it?
The age-old friction between the marketing and sales department is fundamentally seated in the misconceptions and misunderstandings that both sides have about what the other does, and most importantly, doesn’t do.
We’ve already covered what marketers are getting wrong about their sales team —and it often comes down to misunderstandings around their personal motivations.
Traditionally, sales teams were commissioned on sales, and as such, there is the perception that they will do anything to close, but that’s not the case anymore.
Today, sales is driven by inbound selling and solution-based selling. It’s not about just closing the deal, it’s about solving the customer’s problem.
So, what are your sales teams getting wrong about your marketing department?
If you do a quick survey with your sales team, I’m sure they will be able to present you with a myriad of challenges they are facing.
Some of these can stem from a misunderstanding of the role and motivations behind the marketing team and essentially all converge into a problem with lead generation. These misconceptions are:
- Marketing teams focus on vanity metrics
- Marketing teams want to be creative
Marketing teams focus on vanity metrics
Melanie Collins, thinks there is a lack of understanding in sales teams about the level of pressure that marketing teams are under to perform and deliver leads.
Every campaign they run can be scrutinized by marketing performance tools in a way that the sales teams performance cannot be.
But with all this data, are marketers looking at the right metrics?
Many sales folks believe that marketers are only focused on vanity metrics such as traffic and clicks.
While these metrics might indicate reach and engagement, they aren’t indicative of how marketing campaigns are affecting the bottom line. And crucially, from the sales perspective they don’t easily translate into sales.
This doesn’t mean that marketing teams aren’t delivering leads and impacting the company revenue, however.
Quite the opposite, in fact.
HubSpot reported that the top priority for marketers is generating leads, but there is a miscommunication in reporting between the sales and marketing teams that can make it appear that marketing isn’t delivering the necessary leads and this leads to a misunderstanding between the two teams.
Marketing teams focus solely on the creative
Very closely linked to this is the traditional perception of marketing as the creative force behind the business.
This creativity can be taken for lack of commercial drive and revenue-generating activity, but that is not the case.
67% of marketing teams use lead generation as the sole metric to determine content success.
Many modern teams may try creative ideas, yes, but they should also be putting in place ways to measure how those ideas are translating into leads and revenue.
A good marketing team is creative, but uses data to improve and change it to be more effective. They won’t create art just for the sake of creating art.
Again, while it’s not that the marketing team isn’t generating leads, it comes down to the marketing team sharing accurate measuring and reporting of the leads generated for the campaigns with the sales team.
This will allow the two teams to be held accountable to each other and demonstrates how the marketing team’s efforts are directly affecting the bottom line.
Overall, sales thinks marketing is not invested in generating leads
As you could see above, everything comes back to leads and this belief that marketing is not concerned with them, and that is untrue.
Obtaining leads is the core function of the marketing team, but, the problem with vanity metrics and the perception of marketing as the ‘creative’ team, is that it results in sales feeling they are not being delivered the necessary leads.
15% of salespeople say that they need “more leads,” while 23% say they need most from their marketing team is “better quality leads.” and this requires collaborations between the two departments.
If this isn’t happening it can facilitate distrust between the two departments and a feeling that the other isn’t delivering.
How to achieve sales and marketing alignment
The marketing team likely isn’t in the trenches with your customers.
So naturally, they are less likely to be aware of the kind of questions that your customers continually ask.
The sales team, however, should know these questions like the back of their hand. It, in turn, makes sense that the expertise of the sales team be utilized to help ensure the marketing team is targeting the right customers and creating the right content.
If the marketing team is left to do this in isolation, then it’s very likely that the campaigns created will attract the wrong type of lead. Not because they are doing anything wrong. But because they are working with incomplete information.
In order to close the information loop effectively, the sales and marketing team need to be fully aligned and in step with one another.
So, how can you move towards aligning the marketing and sales team in order to help improve the conversions and sales? There are a couple of practical steps your teams can take:
- Integrate lead qualification into your process
- Create a service-level agreement between sales and marketing
- Facilitate open communication between sales and marketing
1. Integrate lead qualification into your process
It’s not enough to generate any old lead. What the sales team needs is qualified and relevant leads, and this requires collaboration between them and the marketing team.
Lead qualification needs to be an integral part of the sales and marketing focus. A constant loop of feedback will ensure lead qualification is regularly reviewed and tweaked if necessary so that the marketing team can provide the sales team with the leads they need to close the business.
This starts with agreed criteria between the sales and marketing departments for what a qualified lead looks and behaves like.
This typically includes factors such as:
- Total pages viewed
- First page viewed
- Number of downloads
- Forms completed
- Campaigns engaged in
- Engagement in free trial
- Discovery call requested
- Emails received, opened and CTR
- Total contacts from a single organization
2. Create a service-level agreement between sales and marketing
For both the sales and marketing teams to be happy and effective, they need to understand what is expected of themselves and each other.
Organizations with a service-level agreement (SLA) between the marketing and sales department are three times more likely to successfully work together. Yet still, only 26% of organizations have a formal agreement in place.
A service-level agreement gives each team the confidence to hold themselves, and others accountable.
Here’s a short list of the contents you should consider for your SLA:
- Individual responsibility and expectations for each team member
- A commitment pledge to each other – As a team, what are we here to achieve? How do we work together?
- An agreement of criteria for qualified leads across the products and services we offer
- The process for communication between departments for marketing campaigns and how the sales team will be involved
- Frequency of team meetings, set agendas, and talking points
- What the sales team needs to know from marketing, and vice versa
- Agreed time frame on communication – what are the expectations in responding to requests from each other.
- How success will be measured – agreed metrics and KPIs
- A list of required marketing and sales reports
3. Facilitate open communication between sales and marketing
Ultimately sales and marketing alignment requires two-way communication between the departments.
In most companies, the sales and marketing departments and heads are completely separate, with very little communication.
For the sake of both marketing and sales, companies need to work to eradicate this disparity and allow both departments to operate in unison by facilitating clear and open communication and feedback.
Here are some ideas that have worked with my clients to improve communication and break down silos between sales and marketing:
- Agreeing that the marketing and sales teams are essentially one big team striving towards the same goal – to increase revenue for the organization.
- Marketing department spending quality 1:1 time with each member of the sales team to understand their goals, what success looks like to them, and how the marketing department can help them to be successful.
- Marketing department sending out a short weekly video to showcase new content, where to find it, celebrate the contributors, and provide insights on how marketing is helping to increase sales.
- Developing and maintaining an asynchronous forum for both sales and marketing teams to communicate with each other – this could be a Slack, Basecamp, or Teams.
- Increasing knowledge sharing across the teams in terms of what’s working and what’s not – everything from successful email subject lines to sharing wins.
These actionable steps provide a framework for companies to align sales and marketing departments.
This will help to dispel miscommunications each department holds of the other and move your company towards a more effective revenue team that drives leads and generates profit.
How to move forward with sales in marketing in 2020
We started by talking about how outdated misconceptions and myths around the role and motivations of marketing could interfere with the ultimate goal of sales and marketing alignment.
Just like marketing can misunderstand the motivations driving the sales team, we know that sales too are getting things wrong about marketing, but despite these preconceived notions from the sales team, marketing is inherently central to the role of lead generation.
Sales and marketing are two sides of the same coin. Two integral parts of the same complex process. Both working towards a common goal.
By understanding that these misconceptions are just that, companies and departments can work towards dispersing the outdated stereotypes and achieving the goal of alignment.
After all, imagine what your business could achieve if sales and marketing were in partnership instead of competition.
Birthdays are contagious. No one actually remembers the day they were born, other people remember it for you. And the way we celebrate them is cultural, a shared process that keeps changing.
People keep track of birthdays, and today used to be mine.
Sixty of them.
It doesn’t feel like it’s been that many. Time flies when you’re busy. Lots and lots of projects. Countless friends made, lessons learned and ideas shared. Quite a journey, with lucky breaks and advantages again and again, beginning with my parents, the cultural identity, time and town where I was born… I wouldn’t have been able to go on this journey without you, thank you.
But today’s not my birthday (no need to send an email or a card). I’ve never really liked my birthday (it’s a long story involving a non-existent parrot), and the only reason for this post is to talk about who owns my birthday now.
What happens if we start celebrating our birthdays differently? Today belongs to the 20,000 + people who are on their way to a permanent supply of clean drinking water because readers like you brought their birthday (and mine) to charity:water. Thank you. Now, particularly now, when the world is in pain and when so many people are wrestling with health, the economy and justice, it’s more urgent than ever to think of someone you’ve never met living a life that’s hard to imagine.
And today, because it celebrates a round number, I’m hoping you will join in and help us break charity:water’s birthday record. And maybe donate your birthday too. Better still, if you subscribe as a monthly donor, you become a core supporter of a movement that changes lives with persistence and care.
How it works:
If you have the ability, I’m hoping you’ll click here and donate to charity:water to celebrate what used to be my birthday.
And either way, I’m hoping you’ll also donate your birthday to them. Because when it’s your turn to celebrate a missing parrot or a lost cake, you can ask your friends, and they can do what you just did.
It’s hard to visualize 21,000 people, mostly kids, fighting illness because the water in their village is undrinkable. That’s about three times the population of the town where I live. Thanks to all of you, my projects, including this blog, have already raised nearly a million dollars to build long-term solutions to this problem.
Will you help me double that?
Even one kid who lives the life he or she is capable of is worth this blog post and worth your support.
SEO Negotiation: How to Ace the Business Side of SEO — Best of Whiteboard Friday
Posted by BritneyMuller
SEO has become more important than ever, but it isn’t all meta tags and content. A huge part of the success you’ll see is tied up in the inevitable business negotiations. In this helpful Whiteboard Friday from August of 2018, our resident expert Britney Muller walks us through a bevy of smart tips and considerations that will strengthen your SEO negotiation skills, whether you’re a seasoned pro or a newbie to the practice.
Hey, Moz fans. Welcome to another edition of Whiteboard Friday. So today we are going over all things SEO negotiation, so starting to get into some of the business side of SEO. As most of you know, negotiation is all about leverage.
It’s what you have to offer and what the other side is looking to gain and leveraging that throughout the process. So something that you can go in and confidently talk about as SEOs is the fact that SEO has around 20X more opportunity than both mobile and desktop PPC combined.
This is a really, really big deal. It’s something that you can showcase. These are the stats to back it up. We will also link to the research to this down below. Good to kind of have that in your back pocket. Aside from this, you will obviously have your audit. So potential client, you’re looking to get this deal.
Get the most out of the SEO audit
☑ Highlight the opportunities, not the screw-ups
You’re going to do an audit, and something that I have always suggested is that instead of highlighting the things that the potential client is doing wrong, or screwed up, is to really highlight those opportunities. Start to get them excited about what it is that their site is capable of and that you could help them with. I think that sheds a really positive light and moves you in the right direction.
☑ Explain their competitive advantage
I think this is really interesting in many spaces where you can sort of say, “Okay, your competitors are here, and you’re currently here and this is why,”and to show them proof. That makes them feel as though you have a strong understanding of the landscape and can sort of help them get there.
☑ Emphasize quick wins
I almost didn’t put this in here because I think quick wins is sort of a sketchy term. Essentially, you really do want to showcase what it is you can do quickly, but you want to…
☑ Under-promise, over-deliver
You don’t want to lose trust or credibility with a potential client by overpromising something that you can’t deliver. Get off to the right start. Under-promise, over-deliver.
Smart negotiation tactics
☑ Do your research
Know everything you can about this clientPerhaps what deals they’ve done in the past, what agencies they’ve worked with. You can get all sorts of knowledge about that before going into negotiation that will really help you.
☑ Prioritize your terms
So all too often, people go into a negotiation thinking me, me, me, me, when really you also need to be thinking about, “Well, what am I willing to lose?What can I give up to reach a point that we can both agree on?” Really important to think about as you go in.
This is a very old, funny negotiation tactic where when the other side counters, you flinch. You do this like flinch, and you go, “Oh, is that the best you can do?” It’s super silly. It might be used against you, in which case you can just say, “Nice flinch.” But it does tend to help you get better deals.
So take that with a grain of salt. But I look forward to your feedback down below. It’s so funny.
☑ Use the words “fair” and “comfortable”
The words “fair” and “comfortable” do really well in negotiations. These words are inarguable. You can’t argue with fair. “I want to do what is comfortable for us both. I want us both to reach terms that are fair.”
You want to use these terms to put the other side at ease and to also help bridge that gap where you can come out with a win-win situation.
☑ Never be the key decision maker
I see this all too often when people go off on their own, and instantly on their business cards and in their head and email they’re the CEO.
They are this. You don’t have to be that, and you sort of lose leverage when you are. When I owned my agency for six years, I enjoyed not being CEO. I liked having a board of directors that I could reach out to during a negotiation and not being the sole decision maker. Even if you feel that you are the sole decision maker, I know that there are people that care about you and that are looking out for your business that you could contact as sort of a business mentor, and you could use that in negotiation. You can use that to help you. Something to think about.
Tips for negotiation newbies
So for the newbies, a lot of you are probably like, “I can never go on my own. I can never do these things.” I’m from northern Minnesota. I have been super awkward about discussing money my whole life for any sort of business deal. If I could do it, I promise any one of you watching this can do it.
☑ Power pose!
I’m not kidding, promise. Some tips that I learned, when I had my agency, was to power pose before negotiations. So there’s a great TED talk on this that we can link to down below. I do this before most of my big speaking gigs, thanks to Mike Ramsey who told me to do this at SMX Advanced 3 years ago.
Go ahead and power pose. Feel good. Feel confident. Amp yourself up.
☑ Walk the walk
You’ve got to when it comes to some of these things and to just feel comfortable in that space.
☑ Good > perfect
Know that good is better than perfect. A lot of us are perfectionists, and we just have to execute good. Trying to be perfect will kill us all.
☑ Screw imposter syndrome
Many of the speakers that I go on different conference circuits with all struggle with this. It’s totally normal, but it’s good to acknowledge that it’s so silly. So to try to take that silly voice out of your head and start to feel good about the things that you are able to offer.
Take inspiration where you can find it
I highly suggest you check out Brian Tracy’s old-school negotiation podcasts. He has some old videos. They’re so good. But he talks about leverage all the time and has two really great examples that I love so much. One being jade merchants. So these jade merchants that would take out pieces of jade and they would watch people’s reactions piece by piece that they brought out.
So they knew what piece interested this person the most, and that would be the higher price. It was brilliant. Then the time constraints is he has an example of people doing business deals in China. When they landed, the Chinese would greet them and say, “Oh, can I see your return flight ticket? I just want to know when you’re leaving.”
They would not make a deal until that last second. The more you know about some of these leverage tactics, the more you can be aware of them if they were to be used against you or if you were to leverage something like that. Super interesting stuff.
Take the time to get to know their business
☑ Tie in ROI
Lastly, just really take the time to get to know someone’s business. It just shows that you care, and you’re able to prioritize what it is that you can deliver based on where they make the most money off of the products or services that they offer. That helps you tie in the ROI of the things that you can accomplish.
☑ Know the order of products/services that make them the most money
One real quick example was my previous company. We worked with plastic surgeons, and we really worked hard to understand that funnel of how people decide to get any sort of elective procedure. It came down to two things.
It was before and after photos and price. So we knew that we could optimize for those two things and do very well in their space. So showing that you care, going the extra mile, sort of tying all of these things together, I really hope this helps. I look forward to the feedback down below. I know this was a little bit different Whiteboard Friday, but I thought it would be a fun topic to cover.
So thank you so much for joining me on this edition of Whiteboard Friday. I will see you all soon. Bye.
Scoop up more SEO insights at MozCon Virtual this July
Don’t miss exclusive data, tips, workflows, and advice from Britney and our other fantastic speakers at this year’s MozCon Virtual! Chock full of the SEO industry’s top thought leadership, for the first time ever MozCon will be completely remote-friendly. It’s like 20+ of your favorite Whiteboard Fridays on vitamins and doubled in size, plus interactive Q&A, virtual networking, and full access to the video bundle:
Still not convinced? Moz VP Product, Rob Ousbey, is here to share five highly persuasive reasons to attend!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Integrations: The Newest Addition to Your Marketing Ops
Marketing isn’t just about campaigns, content, and creativity. There’s a whole lot of “getting things done” that needs to happen behind the scenes for campaigns to roll out on time and performance to scale.
This is where marketing operations comes in. Also called marketing ops or MOps, marketing operations is how a marketing team is run. It’s the processes, technology, data, and people that power a marketing strategy.
Of these key pillars of marketing operations, data sounds like the most abstract one. But getting the data right in your marketing ops is crucial.
How do you do this? By cleaning, organizing, and enriching the data in every app as well as integrating data between your apps.
An increasingly important role for any team or Marketing Operation Manager is maintaining data quality and connectedness. This not only includes marketing apps but also bridges to other departments in the organization.
Let’s dig into how to make this happen so you can scale the impact of your marketing ops.
What Are Integrations?
Integration brings different pieces of software together and enables their data to interact.
When done well, integrations enable your marketing team to:
- Create the most holistic marketing ops strategy across your software ecosystem.
- Allow data to seamlessly flow between key platforms and enrich each one.
- Automate more tasks and free up time.
- Provide stronger customer experiences with more accessible and insightful data.
- Remove data silos and other barriers to collaboration.
- Deliver accurate insights, reporting, and decision making.
As an example of a valuable integration, think of your CRM and email marketing app. A good email list is a marketer’s most treasured possession, but for your email marketing to be successful, you need accurate and in-depth insights into each contact’s interests, behavior, and communication preferences. You can solve this by integrating data from your CRM.
The integrations that matter most to your marketing operations depend on your organization and industry.
That said, there are certain integration best practices that businesses with strong marketing operations follow. Let’s explore those.
1. Understand the Ecosystem Your Marketing Data Lives in
A strong marketing stack that your team loves using is a pivotal part of your marketing operations management.
This can include an all-in-one marketing platform or individual systems for:
- Content management
- Marketing automation
- Lead Generation
- Email marketing
- Analytics and reporting
- Project management
One of the first steps to perfect your marketing ops is understanding the ecosystem your marketing data lives in. Some valuable questions to ask are:
- What data are we collecting in each app?
- How should data interact with other apps?
- How can we sync apps to enrich the data in each one?
With answers to these questions in mind, you can decide how best to integrate your apps and allow data to flow between them.
2. Ensure Clean, Up-to-date Data in Every App
To get the best results from integrations, you need high-quality data in every app. Dirty data in one app is bad, but the negative impact is multiplied for every new app it enters.
To prevent this, clean up the data in every app before adding new integrations. This includes:
- Duplicate contacts
- Inaccurate contact data
- Bounced email addresses
With clean data in every app, you can seamlessly integrate your marketing platforms and create the most streamlined and effective marketing ops.
3. Make Your CRM the Heart of Your Marketing Ops
There’s a high chance your sales team is already using a CRM to store all of the key insights about your customers and their interactions with your business. That’s because centralizing your data in your CRM is one of the best things you can do for strong contact management.
One way to test the strength of your CRM is by checking if anyone in your business can answer questions about a contact and their interactions with your business – whether in sales, support, marketing, or billing – just by glancing at their contact record.
To make this happen, you can use integration to bring data from other apps into your CRM. The inverse is also valuable: syncing your CRM data with your marketing apps to enrich the data in those places.
Alongside syncing names and emails, you can choose which other information makes sense to have available in your other marketing apps. This could include:
- Lead status/stage
- Customer Success Owner
- Business size
- Communication preferences
4. Use Contact Segmentation
Segmenting your contacts using lists, tags, and properties is a fantastic way to deliver the most personalized customer experience. But it’s also a key ingredient for effective integrations.
With an iPaaS (Integration Platform as a Service) solution like PieSync, you can create customized workflows and sync data based on specific conditions. That way, you maintain the segmentation of your database across tools. These specific conditions could be configured according to If-this-then-that rules. For instance:
- IF a contact’s Lifecycle Stage is ‘Lead’
- THEN sync the contact to your email marketing tool and add to the list ‘List of leads’
If the contact stops being a customer, you can automatically reflect that in your email marketing app, remove the ‘Customer’ tag, and no longer send relevant communications.
To create powerful if-this-then-that rules, first segment data in individual apps, and then create connections across your ecosystem.
5. Create Strong Alignment With Sales Via Integrations
Your marketing operations strategy isn’t just about marketing. It’s essential to look at the other teams in your organization and understand how to create the strongest alignment.
The most important bridge for marketers to maintain is with sales. By working collaboratively instead of in silos, marketers can deliver the perfect leads for sales and both teams can share what’s working as well as opportunities.
To optimize your bridge with sales, you can integrate your marketing software with sales apps such as:
- Sales CRM
- Contact Management
- Live chat software
- Sales automation software
- Integrations between your marketing apps and customer support software
With your marketing and sales apps in sync, both teams are in the best position to exchange data, deliver unified reporting, and do their best work both independently and together.
6. Integrate Customer Data with Your Marketing Apps
Although marketing usually has the strongest alignment with sales, make sure not to forget about your service team.
If your data is siloed, you run the risk of the nightmare scenario of sending a promotion offer to a customer who subscribed a week ago at full price.
With integrated apps and data, you can keep your customers in mind for every marketing campaign and create personalizations based on the products, services, and upgrades that are most relevant to them.
You can align your Marketing and Service team with either:
- All-in-one CRM with support functionality
A good starting point is to make sure that all customer interactions and support requests are synced with your CRM. Marketers can then easily use this information to personalize campaigns and workflows.
How to Measure the Effectiveness of Your Integrations
You can measure the impact of integrations in your marketing operations strategy by asking if:
- Your data is accurate, enriched, and reliable in every app.
- You have a centralized contact database that quickly gives you a 360-degree view of each contact.
- Your marketing team is aligned with sales and can quickly collaborate.
- You have removed all data silos.
- You can personalize marketing campaigns for customers or exclude them from certain messaging.
- You have clear marketing reporting that brings together data from all channels and apps and highlights key areas for optimization.
As you optimize your marketing operations, remember to look at the holistic view of your marketing stack and the individual pieces of the puzzle. By paying attention to the two in tandem, you can understand where to connect the dots for the best overall outcomes in your marketing team and throughout your organization.
Company fired me, and 6 months later want me back.
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