Eric and Mike have a hunch that communications is more valuable than most organizations give it credit for. So they do what any good hosts would do and bring in Sheila Johnston, someone who can actually back that up.

The conversation gets into why so many organizations treat marketing and communications as an afterthought, what it looks like when a company builds it into the foundation instead, and why that difference tends to show up directly in revenue and longevity. There is also a thread about brand equity, what it actually means, and why checking off a mission and values retreat does not quite cut it. If that was not enough, the episode also teases something new on the horizon that solo marketers will not want to miss.

Links Mentioned in the show:

www.revenuespeaks.com

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01:08 Why ROI Gets Cut

02:38 Investing in Downturns

03:20 Meet Sheila Johnston

04:43 Comms as Strategy

06:25 Brand Equity and Trust

07:25 Mission Is Not Enough

09:14 North Star Messaging

11:46 Audit Budget and Culture

13:33 How Much to Spend

15:15 Status Quo vs Legacy

16:02 Comms As Infrastructure

16:46 Marketing Drives Revenue

17:34 Beyond Checkbox Marketing

18:48 Chasing Event Attendance

19:31 Case Study Associations West

21:10 Launching Revenue Speaks

22:50 Who The Show Serves

28:19 Systems Over Tactics

30:13 Clarity And Execution

33:00 Where To Subscribe

33:46 Revenue Test One Liners

34:29 Closing Thoughts And Outro