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All Articles by Scott Steer

Scott Steer

About Scott Steer

Scott Steer is a Marketing Strategy, Branding, Advertising, Promotion & Business Development Consultant with 25+ years working on iconic brands like Coca-Cola, Kraft, Anheuser-Busch, Gillette, and Texaco, as well as dozens of smaller niche brands. Scott helps small and medium sized companies use data and the resources available to them to optimize their sales and marketing activities. Find out more @ SteeringIMC.com

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customer relationship management

Customer Relationship Management is the Key to Retaining Customers

Let’s Make this (Customer) Relationship Work The customer relationship is one of the most important relationships a business will have. As companies grow, expanding their customer base, their sales and marketing activities can become vastly more complicated. Companies that have more than ten customers and two employees probably need some way to manage those customer […]


business to business sales and marketing

Overcoming Common Business to Business Sales and Marketing Challenges

Show Business to Business Sales and Marketing Who’s Boss Businesses that focus on selling products and services to other businesses are very similar to those that sell to consumers. The differences between the two lie in their sales and marketing activities. In business to business sales and marketing, lead generation, targeting buyers, and the sales […]


consumer sales and marketing challenges

Overcoming the Biggest Consumer Sales and Marketing Challenges

Consumer Sales and Marketing Challenges That May Challenge You Too Consumer-focused businesses have three key challenges: Understanding what the customer/market wants Targeting the right segments Differentiating what they offer from what their competitors offer In all my years creating marketing plans, these challenges continue to pop up the most frequently. And the product, service, size […]


developing a branding strategy

Developing a Branding Strategy for Your Startup or Small Business

Everyone Who’s Anyone Is Developing a Branding Strategy “Branding” is a word that gets thrown around a lot these days. From individuals developing personal brands to professionals tasked with complete makeovers for iconic brands like FedEx, UPS, and KFC (notably all just shortened versions of their former brand names), everyone seems to be developing a […]


customer centric

Increase Sales and Profits by Becoming Customer Centric

Customer Centric Means It’s Not All About You Customer centric: a fancy phrase for a very basic concept. It means focusing on what your customers want and need. Yet for such a basic concept, it amazes me how many companies fail to understand their customers. Sadly, I also know too many companies whose customer experience […]


sales and marketing activities

Targeted Sales and Marketing Activities Should Drive Your Company’s Business Growth

Use Specific Sales and Marketing Activities for Specific Purposes Hi and welcome to my first article for Financial Poise! Let’s jump right in. Supposedly, the days of “I know half of my marketing budget is wasted, but I just don’t know which half” are long gone. But many businesses, especially those with less than 500 […]


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