Sarita kincaid

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Executive Spotlight: New Year’s Resolutions Every Leader Should Make In 2023

The new year is a time to set personal and professional goals, often in the form of resolutions. Most of us have made New Year's resolutions for our personal lives, but what about our careers? If you're an executive or other leader in your industry, making New Year's resolutions for your career is essential if you want to remain at the top.

We recently asked our successful executives what New Year's resolutions they think all leaders should make in 2023.

Here are their responses...

Michael Willis, Sports Business Operations Executive

By definition, a resolution is a decision to do something or not. For me, that means a plan.

I like planning because it gives way to a structure or a framework. There are six elements to a successful plan:

1. Gather information â Will this be short or long term?
2. Set objectives for the plan â Whatâs the end game?
3. Devise strategies to meet the goals â Build a timeline.
4. Implement the plan â Kickoff time â Letâs play!
5. Monitor plan performance â Letâs kick the tires on a scheduled basis.
6. Evaluate the effectiveness/success of the plan.

This is an excellent time for executives to be resolute in three things: A companyâs...

1. Mission â The overall direction the companyâs heading
2. Goals â The desired accomplishments
3. Competitors

a. Existing competitors
b. Potential competitors
c. New market entrants

With an executive plan in place, my 2023 New Yearâs resolution is set!

Michael Willis has 18+ years of experience working with accounting & sports organizations and has managed P&Ls of $10M - $125M+ with budgets of $3M-$50M+. He worked for the NFL for 22 1/2 years, mainly with the game officials working on the financial/accounting side of the business.

John Schembari, Senior Education Executive

Businesspeople pointing at target taking about goals

As Michael Willis states, a resolution is a decision to do something or not and, in most cases, this means developing a plan for success/impact. However, in organizational settings, most plans require the support and engagement of many employees/stakeholders.

So, for me, one New Year's resolution that all executives should make is to be proactive in vesting others in the implementation of organizational goals. Even if you are a business-of-one, how do you get clients to invest in/value what you are creating/offering?

I heard it said recently that people change for four reasons. We can extend this line of thinking to staff/client engagement. People changeâor vestâwhen they hurt enough (must); when they see enough (inspired); when they learn enough (want); and when they receive enough (able). This year, as I consider how to be more impactful in the delivery of my coaching services, I know that I will be reflecting upon people's musts, wants, abilities, and dreams.

John Schembari is a current K-12 teacher/school leader academic improvement coach and former school building and district administrator. He loves to draw, travel, swing dance, and read nonfiction.

Percy Leon, Digital Media Content Executive

Executive looks toward 2023 vision concept

As executives, 2023 should be a year of new beginnings and new resolutions. Itâs time to make some big changes that will benefit our careers and help us become better leaders in the new year.

One resolution executives should make is to stay organized. Whether itâs setting reminders for meetings or creating a system for filing reports, staying on top of everything you have going on will help keep your career running smoothly.

Another great New Yearâs resolution every executive should consider is to create goals and stick to them. Goals can be anything from increasing sales numbers in the new quarter to creating a new team within their department. Having defined goals that you are committed to achieving gives you something tangible to reach for and makes it easier to stay motivated.

Executives should also make a resolution to take care of themselves. This means taking time out of the day to relax, get some exercise, or even just spend time with friends and family. Taking care of yourself helps you be more productive at work and it can help reduce stress levels that may have been building up over the past year.

Finally, executives should make it a priority to continue learning new things in 2023. Learning new skills related to your job can help you be more efficient at what you do and can even open new doors for career advancement. Take classes, attend seminars or webinars, read booksâanything that will enrich your knowledge base will benefit you in the new year.

Last year was a tough one for me, but I'm proud of the accomplishments Iâve made in spite of it all. To measure and celebrate my successes, I laid out specific goals for 2022 across different categoriesâbusiness, personal health, friends & family, etc.âreflecting on how much progress has been achieved over the course of last year. And as if that wasn't enough to be excited about, I've now set new ambitions with strategies tailored towards each quarter mark throughout 2023!

Make it a goal to stay organized, create and reach new goals, take care of yourself, and continue learning new things. These resolutions can help you have a successful new year ahead!

Percy Leon is a digital media content producer specializing in educational technology and entertainment. He is interested in web3, metaverse, and the use of virtual reality for storytelling.

Sarita Kincaid, Tech Media & Influencer Relations Executive

Executive talks to his employees during a work meeting

Over the past few years, weâve faced a variety of unprecedented workplace challenges. One of those is the recent trend of "quiet quitting" which is defined by Investopedia as âdoing the minimum requirements of one's job and putting in no more time, effort, or enthusiasm than absolutely necessary." (Jennifer Anistonâs character in Office Space comes to mind.)

A recent Gallup poll found that quiet quitters make up âat least 50% of the U.S. workforce -- probably more.â Given the obvious repercussions this trend can have on both workplace productivity and employee satisfaction, executive leaders should prioritize employee communication as their number one resolution for 2023. Two easy ways to get started:

Communicate directly with each of your employees at least a few times a week. Don't waste 1:1 time going through task lists. Instead, have strategic discussions about the business and how their role is contributing to the bottom line.
Learn what motivates your employees. Increased compensation (salary, bonus, stock), recognition for achievements, and investment in their skill sets/career trajectory are top incentives.

Really listening to your staff and addressing their needs will lead to a better work experience for employers and employees alike and should be at the top of every executiveâs 2023 resolution list!

Sarita Kincaid is a tech media executive with a demonstrated ability to build and grow award-winning programs. She brings a data-driven approach to influencer relations with a focus on developing strong brand advocates and aligning them with sales programs.

Maria Grandone, Director In Higher Education

Teamwork, growth, reaching/achieving goals concept

In recent years, we have learned how to adjust to change and uncertainty in the work environment. Many organizations have implemented new hiring strategies for diversity and inclusion, created opportunities for hybrid workplaces, and acknowledge the need for core success skills in this new and changing environment.

This year, you can unleash your potential by leading with sensitivity, adapting quickly to change, and being open to supporting others. There are a few important considerations:

Change is constant and this is the time to support your team members' development. Think ahead about learning opportunities by discussing with your direct reports their goals, areas they should focus on, and how they can get the most out of each development opportunity.
Cultivate a growth mindset and resilience. This is a great opportunity to foster discussions with each team member on their learning, how theyâll apply it, and what you can do to continue supporting them.
Reflect on your direction, alignment, and commitment. Listen to yourself and your team. Set aside time to review, refresh, or recreate. This will provide the opportunity to stay aligned and collaborate effectively.

This year, you have a unique opportunity to inspire and support your team by modeling the behaviors you want to see. It's a great time to recalibrate, adjust, and embrace change with an agile and collaborative mindset.

Maria Grandone is dedicated to student access and success, particularly of underrepresented students in higher education. She loves to wake up early to meditate, go for an early morning run, and meet people from all walks of life.

Dr. Hannah Hartwell, Learning & Development Executive

Executive talks to her employees during a team meeting

We made it! Onward to 2023! Thereâs excitement in the air when the new year begins. Part of that excitement comes from a fresh beginning and needed changes. Some feel inspired to make those changes into New Yearâs resolutions.

As leaders, we, too, need to keep ourselves developing professionally. Itâs helpful to have goals that vary from previous years. Based on my interactions with executives and various leadership roles for professional associations, I recommend the following three resolutions:

1. Industry trends: Learn and share from colleagues who are doing similar types of work. Get acquainted with thought leaders within your field and have conversations. Consider applying what you learn to your existing workload.

2. Internal networking: Get to know your colleagues within different teams, departments, subsidiaries, and even new hires. Thereâs so much value in expanding your own knowledge with the intricacies of what your company does and sharing that with your team.

3. Rotational mentoring: Mentoring relationships should be mutually beneficial. Traditionally, mentoring is considered only beneficial for the mentee. Everyone can benefit from a different perspective. Consider partnering with a shorter-term mentor every six months to maximize your impact on the company.

Dr. Hannah Hartwell is a learning and development executive and change management practitioner with 15+ years of business transformation experience in the healthcare, pharmaceutical, higher education, and professional services industries.

Lisa Perry, Global Marketing Executive

As we kick off 2023, making New Yearâs resolutions is a great way to lean into the new year. Here are three ideas executives should consider for 2023:

Prioritization, Prioritization, Prioritization: When you learn how to prioritize your most important work, itâs easier to increase your productivity and performance. Allocate your resources, time, and effort where theyâre needed the most.
Embrace Agility & Flexibility: The key to organizational agility is leadership speed. Successful leadership allows for the freedom to be flexible in an agile workplace which leads to increased employee engagement and outcomes.
Daydreaming Creative Thinking: Daydreaming is a source of creative inspiration and a way to make space for more creativity, innovation, and success. Find the time to get lost in your thoughts.

No matter what New Yearâs resolutions you make, making one is important as it is a step toward positive change.

Lisa Perry helps companies build leadership brands, driving loyal customers & delivering profitability. She does this through a process that builds brands consumers love. Her goal is to help companies develop, monetize, and grow their brands.

What New Year's resolutions do you think executives should make in 2023? Join the conversation inside Work It Daily's Executive Program.

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Executive Spotlight: New Year’s Resolutions Every Leader …

Executive Spotlight: How To Stay Relevant In Your Career & Industry

Staying relevant is the secret to long-term success as a leader, no matter your industry or profession. Leaders who fail to stay relevant in their careers will eventually get pushed out of their jobs and will find it difficult to get another one at the same level that offers their desired salary. So, as a leader, you need to ask yourself, "Am I doing enough to stay relevant in my career?"

We recently asked our successful executives how they think a leader can stay relevant in their career and industry.

Here are their responses...

John Schembari, Senior Education Executive

Want to stay relevant? Increase your influence. Influence can be exhibited both in-person and virtually. Not only should you join associations and attend conferences, which are making a comeback post-COVID-19, but you should also present on current topics of interest to peers at these events. Online, influence can be demonstrated by curating others' social media content as well as through the creation of one's own. Write articles as a guest blogger on industry-specific websites. Add voice to industry conversations by commenting on others' posts (on whichever online platform "your people" live and play) as well as by participating in podcasts; I have particularly enjoyed networking with educators from around the globe by serving as a panelist on live virtual events and as a guest on different podcasts. What can you provide/give back to the community at the same time you seek to develop your own career?

John Schembari is a current K-12 teacher/school leader academic improvement coach and former school building and district administrator. He loves to draw, travel, swing dance, and read nonfiction.

Michael Willis, Sports Business Operations Executive

How to stay relevant in your career and industry:

1. Find the source of wisdom - Notable influencers often utilize blogs and podcasts to share ideas or interview other professionals. Stay positive as you listen to these new ideas.

2. Social media - CNN, Twitter, and LinkedIn are great resources for information, along with professional conferences and seminars.

3. Keep learning - Take advantage of free online courses. Be aware of whatâs changing around you. Watch trends and remain familiar with them. Donât get stuck in your comfort zone.

4. Share the wealth and speak up - As you find interesting information, pass it on to others. Open a dialogue with other professionals. Be on the lookout for new opportunities.

5. Know your competitors - I love this one. We as professionals should know our current, future, and new market entrantsâ competitors. Some people view competitors as the enemy. I like to keep competitors close. Maybe theyâre doing something that we are not doing. Maybe our competitors are doing something in better ways than we are. As a point of sharing, we may have something that we do that our competitors can use in their business models.

Maria Grandone, Director In Higher Education

How to stay relevant in an ever-changing environment:

1. Stay ahead of the curve. You are willing to learn from others, take advice, do your research, and stay driven by your passion to effect real change.

2. Innovate through collaboration. Provide a voice to your stakeholders in the process to gain support because they will support what they help create.

3. Invest in your own development & network. Find strategic opportunities to develop yourself and your network. Your organization might offer opportunities through conferences, podcasts, books, and colleagues who are willing to mentor/coach you.

4. Practice active listening & learn. The ability to really listen to understand interests, ideas, opinions, concerns, and challenges facing your organization.

5. Keep it all in perspective. As you seek opportunities for collaboration with lasting approaches to the work, you must be transparent and look at the challenges with the appropriate lens.

Ana Smith, Talent Architect & Global Learning Strategist

Executive/leader works on her laptop at work

In this highly competitive digital business environment, it is crucial to stay relevant, competitive, and marketable. Youâll need to make sure that youâre continuously improving and evaluating yourself regularly. There are several areas; we will focus on these five fundamental ones today:

1. Specialize in your area, not in everything - Donât try to be a jack-of-all-trades, while becoming a master of none. Instead, discover your natural aptitude and excel in that discipline.

2. Focus on the big picture - Build a reputation for yourself in your own company as a doer and problem solver.

3. Focus on great communication - Communication skills are still imperative in the globalized workplace environment. Also, in this hybrid, remote, and in-office workplace, effective and frequent communication is key.

4. Staying social - Social media is a great way to stay in touch with clients and customers. It allows users to express concerns, ask questions, and even praise you for great work.

5. Networking - Building and nourishing business-related relationships are fundamental to a successful career.

Ana Smith helps people & organizations achieve their full talent potential by developing and co-creating people strategies and customized solutions, and turning them into impactful outcomes and collaborative relationships, using coaching as the "red thread."

Mark Taylor, Product & Operations Executive

There isnât a monolithic playbook or magic bullet that will address the challenge. Pragmatic insight and speed are better options.

Firstly, understand at its most fundamental level what your company does and why it needs you to do what you do.

Secondly, speed is of the essence; get your work done quickly. The more you do in a shorter time, the sooner you iterate your way to a fundamental understanding of your job. Speed will also allow you breathing space to craft a view of what this âfundamental jobâ becomes in the future.

Perhaps most importantly, could your role be eliminated? Rather than being on the receiving end of that, could you be the one to drive that change proactively? After all, you now know the essence of the job better than anyone else. Who better than you to take the lead in retiring the old and embracing the new?

Mark Taylor has 20+ years of risk, technology, and product management experience working in global and regional financial services firms in the UK and the U.S. He's managed teams of 40+, successfully addressed 100+ regulatory issues, and has saved companies $15M+.

Dr. Hannah Hartwell, Learning & Development Executive

Executive/leader holds a tablet while traveling for work

We're fortunate to have access to so much information. Think about it. Even 15 or 20 years ago, there was not nearly as much access to information on any subject and topic.

Here are three ways to stay relevant:

1. Read - Find fascinating thought leaders that give you a different point of view.

2. Listen - Since you now have a different perspective, engage with others to have a mutually beneficial conversation. Expand your knowledge and share what you know with others.

3. Contribute - Here's your chance to shine! Share with others what you found to be most helpful, or even what you found to be not so helpful. It's important to have conversations about both of these topics, and figure out how to contribute to your professional network.

Sarita Kincaid, Tech Media & Influencer Relations Executive

The top three actions leaders should take to stay relevant in their careers are to prioritize learning, networking, and giving back. These seem like simple things to do but they require both an investment of time and a well-defined purpose. Take action by:

Actively participating in professional organizations: Most professional associations offer workshops/classes as well as networking opportunities.
Donât let your skill set lapse, even if youâre in a leadership position: Know and use the tools your team uses every day.
Speak at industry events: Leverage your network and professional organizations for opportunities to share your experience and learnings. These events can be great for market visibility and networking as well.
Mentor: In addition to helping mentees on their career paths, I am always learning from them. A new college grad, for example, might share whatâs important in terms of recruiting and retentionâthis information is invaluable and not easy to come by!

Lisa Perry, Global Marketing Executive

Older leader/executive smiles while holding a tablet

As a global brand marketer, there are five things I do every month to stay relevant and advance my career forward monthly.

1. Set Intentional Goals: I set career goals for myself. I write them down, list out the steps that it will take to get there, and track my progress. For example, a year ago I had a goal of publishing a book. This week, I will have accomplished that goal, officially publishing my first book.

2. Thought Leadership: I'm leveraging my brand marketing expertise to create content that people find helpful and informative. I do this by writing one article a month, participating in a weekly LinkedIn Live executive table talk, and posting 2-3 LinkedIn, TikTok, and IG posts/videos a week.

3. Networking: I have a goal to expand my network, connecting with 50 new professionals every week, meeting 1-3 new people each week to see how we can help each other professionally, and being available to my current network of professional friends, to help in any way I can.

4. Reading: I haven't been much of a reader until this last year or so. I decided to change that and joined The Marketing Book Club driven by Musa T. The books are excellent and the discussions are insightful. I've learned so much from this talented group of individuals.

5. Learn New Skills: I love learning new skills and pushing myself into new and uncomfortable areas. Right now I'm learning as much as I can about the metaverse and how this will impact business growth in the future.

How do you think a leader can stay relevant in their career and industry? Join the conversation inside Work It Daily's Executive Program.

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Executive Spotlight: How To Stay Relevant In …

Executive Spotlight: Tips For Team Goal Setting & Business Planning

It's that time of year again! Companies are setting goals and finalizing their business plans for the next 12 months. Business leaders might have high-level goals for their organization, but each team within the organization must have its own goals it wants to achieve to make the high-level goals a reality, and a detailed plan on how to accomplish them.

We recently asked our leading executives to share their best tips for team goal setting and business planning.

Here are their responses...

John Schembari, Senior Education Executive

Have the team review performance data. What does the data say? Why is this important? What should we do next? To help in this analysis, the team can review its organization's mission, vision, and/or brand statement. Once the team has determined two to three main goals on which to focus within its strategic plan, consider departmentâor organizationalâstrengths, opportunities, weaknesses, and threats. What strengths does the team currently have to meet these goals? How might the team seize new opportunities to achieve success? How will the team compensate for its weaknesses and mitigate the potential impact of threats?

After, consider the milestones/benchmarksâdata, artifacts/evidence, etc.âthat will determine progress toward each goal, articulate what ultimate success for each goal will be, define who is responsible for each goal, and the time stamp when each goal will be met. Goals should be specific, measurable, achievable, relevant, and timely (SMART).

John Schembari is a current K-12 teacher/school leader academic improvement coach and former school building and district administrator. He loves to draw, travel, swing dance, and read nonfiction.

Kathleen Duffy, Founder, CEO, And President Of Duffy Group

We began planning for 2023 in August. Our session was facilitated by an outside consultant who sent our 2022 plan to all participants and asked us to look at the SWOT. We met in person to update the SWOT; critical strategic issues were identified from the "W" section, and our strategic initiatives to support the critical issues were developed. A work plan was created for each strategic initiative with target dates for completion; we meet monthly to review the dashboard coloring our progressâred, yellow, or green. We also reviewed and updated our three-year metrics of success, such as company revenue, client retention, quality, and efficiency, to share a few metrics we collect.

Kathleen Duffy is the founder, CEO, and president of Duffy Group. The company's vision is to elevate recruitment research as an alternative to contingent and retained search. Since its founding, Duffy Group has been a remote workplace and a culture of work/life harmony.

Ana Smith, Talent Architect & Global Learning Strategist

OKRs (objectives and key results) concept

A quite popular and effective goal-setting framework for teams is OKRs (objectives and key results). They are an effective method for not only planning but also for measuring success on a team level. One shortfall at a company level is when they try to apply OKRs at an individual level.

The complexity that comes from setting individual OKRs generally leads to goals that are either not indications of meaningful progress or easily gamed. Instead, individual contributors should be assessed based on the extent to which their work contributes to team goals that add real value to the company and its customers.

Objectives and key results, or OKRs, have become one of the most popular frameworks for teams looking to plan and measure the success of their work.

With this system, leaders at each and every level of the organization start by:

defining high-level, qualitative, inspirational goals, called âobjectivesâ
defining who will be the consumer of their teamâs work, and
determining what behavioral changes, they would expect to see in those consumers that could be used to quantify whether the team is achieving its high-level goals.

Michael Willis, Sports Business Operations Executive

I believe every employee should know three things about the company they work for:

Mission
Goals
Competitors

While we work in teams, our goals and business planning should align with the companyâs objectives. Everyone must be working toward the same outcome.

Team setting goals and objectives should be measurable. This is my favorite part. As a part of the accounting/finance world, I am heavily invested in the companyâs annual budget. The budget can drive an opportunity to develop metrics.

Budget Comparisons:

Ã Prior year actuals to current yearâs budget

Ã Current yearâs budget to current yearâs forecast

I like to calendarize the budget. This means that I spread the budget out over 12 months. So I donât have to wait until the end of the year to realize a problem or opportunity. This kind of analysis will drive something to talk about every month.

By capturing trends in your analysis, you can visualize past performance versus how you are pacing in real time.

Mark Taylor, Product & Operations Executive

Team members set goals and create a business plan during a work meeting

It seems reasonable to assume that the tsunamis of work pushed our way in 2022 will not abate in 2023.

Setting goals and planning will be ineffectiveâthe equivalent of holding oneâs hand up against incoming tidal waves.

If planning is an attempt to manage overwhelm, a more effective practice is self-prioritization. Consider it the ongoing art of identifying and understanding those tasks that need to be done right nowâand ensuring you stay half a step ahead.

Similarly, if goal setting is the company making sure they get value from you, delivering your tasks on a timely, accurate and complete basisâand presenting the results in an easily digestible formâwill address this need.

Come the end of 2023, if youâve identified and delivered strongly on those tasks that the business deemed important, youâll be considered effectiveâ¦

â¦and live to do it all again in 2024.

Sarita Kincaid, Tech Media & Influencer Relations Executive

Team talks about goal setting and business planning during a work meeting

The most important rule of thumb when creating goals is to always align with the top business goals in your organization. These CEO-level goals are usually around revenue and market share growth but may also be, to a lesser extent, about brand, customer experience, or thought leadership.

Analyst and media relations professionals should always, especially in challenging economic times, ensure that their planning process starts with business goals to ensure that the value they bring contributes directly to C-level priorities. If top-level business goals arenât being cascaded through the organization, interview relevant C-level executives to find out what they are being tasked to achieve.

Other than starting with organizational business goals as the guiding light of the planning process, I advise analyst relations professionals, in particular, against setting âcountingâ goals. These are metrics around the amount of outreach. Conducting 100 briefings a year isnât significant if it doesnât result in an increase in analyst perception, likelihood to recommend your company/product, or improved positioning in landscape vendor reports.

More on best practices for building an effective analyst relations plan.

Lisa Perry, Global Marketing Executive

Goal setting and business planning concept

With the new year approaching, itâs time to set your business goals for 2023. Here are five things you can do to get ahead of the new year.

1. Analyze Past Performance - Before developing your business goals, itâs crucial to analyze past performance to determine the health of your business. The results can help provide a snapshot of whatâs going on with your business. The time spent analyzing, strategizing, collaborating, and building consensus is a valuable part of the process.

2. Set Goals - Eighty-three percent of the population does not have goals. Fourteen percent have a plan in mind, but goals are unwritten, and 3% have goals written down. The 14% who have goals are 10 times more successful than those without goals. The 3% with written goals are three times more successful than the 14% with unwritten goals. Source. I recommend using the SMART or OKR framework. A SMART goal is specific, measurable, attainable, realistic, and timely. OKR stands for "objectives and key results."

3. Align With Company Objectives - Ensure your goals align with the companyâs overall objectives.

4. Prioritize - Now that you have developed your goals, itâs time to prioritize them based on their urgency, value, and importance. Allocate your resources, time, and effort where theyâre needed the most.

5. Track & Measure Results - Evaluate your progress towards your goals by tracking and measuring your results on a weekly or monthly review. Look at the progress youâve made, what challenges youâve encountered, and what you need to change or do next. Most importantly, celebrate the wins!

What are your best tips for team goal setting and business planning? Join the conversation inside Work It Daily's Executive Program.

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Executive Spotlight: Tips For Team Goal Setting …

Executive Spotlight: The Cost-Cutting Measures That Occur In Different Industries

When companies go through hard times, they must do whatever it takes to stay afloat. This looks different in every industry, but the solution is always to cut costs. Executives and other business leaders within a company need to decide what expenses they should target.

We recently asked our leading executives what cost-cutting measures their industry takes when hard times hit.

Here are their responses...

Andrea Markowski, Marketing Executive

Marketing graphs and data, business reports

Generally, marketing budgets are usually cut first, no matter the industry. There are a few reasons for this, but one of the most probable is that marketing can be difficult to track and justify.

This is the nature of marketingâit can be intangible and thus hard to show that the work being done is benefiting the bottom line. For example, how much value does a new branding campaign bring to a company? There are ways to approximate this, but showing concrete results in dollars and cents isnât easy.

The best way for marketing departments to hold on to their budgets and prove their effectiveness is through detailed (and time-consuming) tracking in a CRM system. If itâs possible to draw a clear line from marketing efforts to new customer acquisition, then itâs worth it.

However, many beneficial marketing activities simply cannot be tracked or measured. For example, determining the effectiveness of a billboard in a highly-trafficked area is a challenge. No one can argue, though, that it is likely seen by the hundreds of thousands of people who pass by. Tracking results is ideal, but itâs nothing to obsess over.

Andrea Markowski is a marketing director with specializations in strategy development, digital tactics, design thinking, and creative direction. She has superpowers in presentations and public speaking.

Lisa Perry, Global Marketing Executive

Business professional calculates findings from data

Cost-cutting has become synonymous with corporate survival, and the marketing budget is typically the first to go. Unfortunately, most leaders see marketing spending as an expense, not an investment. This is a shortsighted approach as a strategically developed and executed marketing strategy is a source of revenue.

That said, there comes a time when we all need to figure out how to do more creatively with less. Here are five tips to consider when looking to reduce your marketing budget.

1. Define Measurement Strategies: Identify KPIs (i.e. conversions, cost per acquisition, ROI) across key marketing strategies to ensure you are focused on driving the bottom line.

2. Templatize Your Content: Create design templates that can help with reducing a more agile testing process, design costs, and improving efficiencies.

3. Repurpose Existing Content: Take existing content, make it relevant, and reuse it across multiple channels.

4. Go Digital: Going online with your marketing collateral can save time and money.

5. Vendors That Focus on ROI: Ensure the vendors you are working with are focused on giving you the most value for your investment, ensuring a positive ROI.

Making marketing cuts are never easy. Keep in mind that whatever cuts you decide to make, ensure that you are investing strategically in your business.

John Schembari, Senior Education Executive

In the wake of COVID-19, the Federal Government has provided ESSER funding (Elementary and Secondary School Emergency Relief) to schools which will continue through 2022. However, next year, all bets are off when it comes to how much money schools will have in their coiffures.

When public schools face financial downturn, non-discretionary costs come first. The biggest non-discretionary cost is usually salaries often followed by special education services that districts are mandated to provide students with individualized education plans. If schools cannot provide these services in-house, schools must pay to send students to outside programs that can support their needs.

Transportation also is usually a large expenditure for some school districts as is electricity, power, and heating (in colder climatesâthis is why some districts like NYC have traditionally had winter recess to cut down on expenses). Far from fixed, we have seen many of these inescapable costs rise exponentially during our current times of inflation.

Some private schools have endowments to weather financial storms. However, for public district schools, financial insecurity usually means that extracurricular programming and extra academic supports are on the chopping block.

This sometimes even includes professional development services for teachers like the services that I provide as a learning coach and consultant. While many school systems have used ESSER funding to provide post-COVID-19 catch-up tutoring that is still gravely needed, tutoring supports may also fall by the wayside in turbulent financial times.

In addition to a reduction in extracurricular programming, we also usually see a reduction in course offerings in non-âacademic coreâ subject areasâlike arts and music educationâand field trips/excursions. Although controversial and perhaps not in line with healthy life choices, under duress, we may see some schools allowing certain companies (such as food/beverage companies) to brand/sell their merchandise in school, in exchange for financial compensation, so that extracurricular programming can continue.

John Schembari is a current K-12 teacher/school leader academic improvement coach and former school building and district administrator. He loves to draw, travel, swing dance, and read nonfiction.

Sarita Kincaid, Tech Media Executive

Tech executives talk during a work meeting

During economically uncertain times, many tech companies enact deep cost-cutting measures as an alternative to a reduction in force (RIF). Budget âdownsizingâ is a frequent topic of conversation these days among corporate communications leadersâwhat to cut and for how long are common discussions.

Aside from obvious OPEX cuts like freezing incremental headcount requisitions, reducing business travel, and canceling sponsorships, the following reductions should be considered with care:

AR and PR Agencies: While agencies consume a big part of most marketing budgets, reducing hours/scope of work should be well thought out. The impact that effective AR and PR have on a business is significant to supporting business and revenue goals. And, in smaller companies, an agency often serves as an entire department.

Influencer Programs: Co-marketing activities with influencers may seem like an easy place to take budget cuts, but these programs are high profile, touch a lot of buyers, and should be generating positive PR. Itâs difficult to establish and grow brand awareness and preference, but taking your âfoot off the gasâ after establishing that momentum with influencers, isnât a great strategy. And, remember, influencers need to make a living; if they arenât working with your company, they may start working with a competitor.

What cost-cutting measures are usually taken in your industry? Join the conversation inside Work It Daily's Executive Program.

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Executive Spotlight: The Cost-Cutting Measures That Occur …

Executive Spotlight: The Hottest (And Most Valuable) Skill Set In Your Industry Right Now

If you want to stay relevant in your industry, you need to constantly think about the value you provide as a business-of-one. Do you have the expertise required to do your job, and do it wellâbetter than almost everyone else? You also need to make sure you're developing your skills so you don't fall behind and get pushed out by someone more qualified. But what skills are the most valuable (and in demand)?

We recently asked our leading executives what the hottest skill set in their industry is right now, so you can get a competitive advantage.

Here are their responses...

Percy Leon, Digital Media Content Executive

The hottest skill set right now in my industry is professional content creation. This is because employers are increasingly looking for people who can produce high-quality content that is engaging and informative.

Content creators who can consistently produce great work are in high demand, as they can help companies to reach a wider audience and build a strong online presence.

Additionally, professional content creators often have a deep understanding of their industry and are up to date on the latest trends. This makes them valuable assets to any company, as they can provide insights that other employees may not be aware of.

For content creators, the ability to produce great work is often accompanied by a sense of satisfaction and fulfillment. This is because they can use their skills to make a positive impact on the world. Additionally, many content creators feel a deep sense of connection to their audience and enjoy being able to connect with people from all over the globe.

Finally, content creation often allows creators to work from home, which gives them more flexibility and freedom when it comes to scheduling and family life. For all these reasons, professional content creation is a highly sought-after skill set in today's job market.

Percy Leon is a digital media content producer specializing in educational technology and entertainment. He is interested in web3, metaverse, and the use of virtual reality for storytelling.

Lisa Perry, Global Marketing Executive

Marketing professional makes a presentation at work

If youâve been in marketing for a while, you know that marketers constantly reinvent themselves ensuring they are in demand. Here are three marketing skills that are in demand right now:

Digital Marketing: Half of the top 10 jobs posted on LinkedIn are in the digital space. The existence of digital marketing is focused on company growth which includes driving brand awareness, promoting products/services, creating customer leads, driving conversions, and ensuring ROI.

Analytical Thinking: Itâs your ability to use logical reasoning, make informed decisions, and solve problems. Are you able to review the impact of your work, (i.e., is this campaign working?) and adjust accordingly? Can you find market trends and translate them into concise, actionable insights?

Strong Communication Skills: Successful marketing communication requires understanding your audience, communicating in a way that encourages meaningful conversations, and determining the optimal combination of platforms that drives engagement. If done right, your brand could see increased brand awareness, leads, and conversions.

Sarita Kincaid, Tech Media Executive

Communications and business professionals look at data during a work meeting

The job market is getting more competitive for corporate communications professionals, so what one skill will make candidates stand out from the field in 2022? Itâs not the ability to pitch and place articles in the media, to drive awareness through social media, nor to create and drive successful brand preference campaignsâthose skills are table stakes.

The most important differentiator making communications candidates stand out with employers is the ability to source, interpret, and act on findings from data. But, what does data have to do with public relations, analyst relations, and employee relations? Everything!

Savvy comms professionals are leveraging data generated from AI-enabled software to help determine sentiment analysis, utilize analytics to determine the likelihood of article and report placement, link outbound programs to ROI/revenue, test crisis comms language, and coach spokespersons.

Being able to demonstrate how you have leveraged data to drive quantifiable results and ROI/revenue, will make any communications professional stand out in a very competitive job market.

What's the hottest skill set in your industry right now? Join the conversation inside Work It Daily's Executive Program.

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Executive Spotlight: The Hottest (And Most Valuable) …

Executive Spotlight: How Different Industries Are Reacting To A Shifting Economy

For the first two quarters of 2022, we have seen the market contract. This is considered a sign of a recession. To shine some light on what this means for you, we asked our leading executives how their industry reacts to a shifting economy.

Here are their responses...

Jim Black, Engineering & Technical Executive

For my industry, we are playing things very simply. The aerospace market is rebounding, and our business follows this trend. We are continuing with a growth mindset; however, we are more prudent with capital outlay. As more orders are released, we will make more investments. We are simply being more mindful of what and how we spend until the economy shows an improvement.

Jim Black is an engineering professional focused on the development of technical professionals. He is also a professional bass player.

Carla Biasi, Personal Stylist

Personal stylist helps a client pick out clothes to wear

The fashion industry is focused on sustainability. It's not only good for the environment but helps during tough market conditions. For example, White House Black Market is having a denim recycling event this month. They are rewarding customers for donating jeans they don't wear and receiving credit dollars on their accounts. Other brands are offering similar incentives. This helps fewer clothes end up in landfills and gives shoppers the opportunity to spread their shopping dollars further.

Consignment shops have become quite popular. Clothes, shoes, bags, and jewelry can be sold to stores, and the seller walks away with cash in hand. Jewelry stores have vendors that will buy silver and gold so clean out your jewelry box.

It's a win-win situation for everyone. Prepare for a recession by cleaning out your closet.

Carla Biasi is a personal stylist living on the Mississippi Gulf Coast. She currently has her own business and works part-time at an upscale women's boutique and as a virtual and kit stylist for a womenâs specialty brand.

Melodie Turk, Learning Experience Executive

Learning and development isnât a necessity (or so they say), so when profits are down, this expense generally gets cut. The learning and development industry usually doubles down on the retention investment argument, which is important but lacks the change in focus to win the battle. Good leaders already know that learning and development can really be an asset, but during lean times the argument loses priority.

What we really need to do is become a partner in adding to the bottom line. If you need to cut staff, the learning team should partner with employees to increase resilience. If you need employees to take on extra responsibilities, the learning team should partner with employees to help them manage their time really well. If you need leaders to take on unique challenges, the learning team should partner with each leader to strengthen the skills they need for that challenge.

In lean times, we sometimes forget the capabilities of learning and development and only remember the regular training and cadence that has been in place. Learning teams can continue that regular cadence staff are used to, which creates stability in a changing environment; while offering new content, specifically designed for the issues at hand.

Melodie Turk is a learning experience executive with a unique background in the learning and development arena as well as change management. She is passionate about bringing change to the workplaceâchange that is meaningful and change that will last.

Lynn Holland, Business Development Executive

Business professional talk during a work meeting

I recently joined a Boutique BPO (business process outsource) provider that caters to small to mid-sized organizations to affordably supplement back-office processes and upscale frontline service, support, and sales.

Here are three ways they give agility and insulate operations in volatile times:

1. Enabling seamless restructuring for staffing

Seamlessly transitioning essential W-2 front line to mid-management staff to 1099s in their respective roles, achieving needed P&L adjustments and business continuity.

2. Delivering the workforce agility of a race car

Swiftly standing up and activating technology, flex staffing, and workforce management for virtual or hybrid operations on demand, seasonally, or ongoing.

3. Facilitating re-envisioned and re-tooled or optimized operations

Delivering efficiency and service excellence in one of two ways:

Pairing an existing process flow, training curriculum, and tech stack with consultative experts, skilled staff, deep analytics, and best practices.
Deploying an expert team to customize and execute the customer journey, onboarding and training process, and tech stack.

Lynn Holland is a business development executive with 18+ years of experience taking operational, IoT & retail technologies, products, & consumer engagement to market with a focus in petroleum & convenience retail.

Lisa Perry, Global Marketing Executive

Recessions are never fun, but it forces marketers to think outside the box, looking at innovative solutions and cost-effective strategies while juggling resources. Here are three strategies to consider during a recession.

1. Donât Cut Spending

Many companies will cut their marketing spending during a recession. Fight the urge to cut your spending. In fact, look to increase your spending. Companies that advertise during a recession saw 256% higher sales. Doing so will help you stand out from the competition.

2. Focus On Analysis & Reporting

With the pressure of longer sales cycles and budget constraints, tracking, analysis, and reporting become even more critical during a recession in order to ensure you prove your marketing ROI.

3. Protect Existing Customers

The cost of retaining customers is much lower than the cost to acquire new ones. During a recession, focus your efforts on your biggest asset, your current, loyal customers.

Dr. Hannah Hartwell, Learning & Development Executive

Iâve seen considerable changes to the learning and development industry during Q1 and Q2 of 2022, especially around hiring and strategy. Companies are restricting hiring on certain levels. Theyâre also being more purposeful when making hiring decisions to find the right mutual fit. Another trend is to hire for the role, rather than hiring for future roles.

Iâve noticed changes in the strategy and overall company goals. Companies are concerned about the fiscal and political climate. There tends to be a focus on shorter-term projects, rather than to prepare for future projects that donât have an exact start date.

Sarita Kincaid, Tech Media Executive

public relations, communication, internet, social media concept

Historically, market contractions have served as a bell weather for potential layoffs in the high-tech corporate communications field (analyst relations [AR] and public relations [PR] fields). Until recently, the old adage about PR and AR jobs during a downturn was that these roles were almost always âfirst to be fired, last to be hired (back).â

However, thatâs becoming less and less true as corporate communications professionals are finally being recognized as essential and strategic to the business, something that the professional has worked very hard to establish.

Iâll use the AR function as an example: for too long, AR work has inaccurately been seen as very tacticalâteams of people that set up briefings, wordsmith research notes, and act as glorified relationship managers. Nothing could be farther from the truth, but education (in any market) can take time. Great strides have been made over the past two to three years as many companies now see AR not as a cost center but one that can help drive sales by educating and leveraging their network of tech purchase recommenders (aka the analysts!)

How is your industry reacting to a shifting economy? Join the conversation inside Work It Daily's Executive Program.

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