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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 09, 2011

The Business Case is King

Last week I reported on meeting spend trends from a recent study by The Aberdeen Group.  Here’s another finding we need to pay attention to:  the direct link between business events and organizational success is clearly established.  Corporate America believes that meetings help them retain customers, promote their brand, and market their organization.  C-suite execs understand the strategic use of meetings; and because the bar is raised, so has the risk in selecting speakers.

The takeaway here is two-fold:

  • The decision-making process has changed.  The gatekeepers vet the short list and the execs make the final cut.
  • It’s not about who has the best story, the best speaking skills, or who is the most authentic.  The business case is king here.  Buyers compare your message to the outcomes they want.  If your message helps get them there, great — you’re on the fast track.  If not…you don’t get past the gatekeepers.

This trend isn’t going away anytime soon.  Select your topics, your content, and your positioning accordingly.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.