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C-Suite Chats with Christian Valiulis


In November, our CRO & Forbes Business Development Council member, Christian Valiulis, answered questions about business topics like rebranding, long-term growth strategies, and incorporating philanthropy into brands. Here are his thoughts.

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November 2019 C-Suite Chats With Christian Valiulis

Each month, members of the Forbes Business Development Council come together for Q&A sessions about relevant, important topics in the business world. The council recently discussed topics like rebranding, long-term growth strategies, and incorporating philanthropy into brands. Here’s what Christian Valiulis, our very own CRO and member, had to say:

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Question 1

Rebranding, though scary, can sometimes be necessary to realign with values and evolve with a changing audience. But how do you know when it’s necessary? What’s one way a business owner can tell if it’s time for a brand reboot, and what steps should they take to navigate such a big change?

Christian: Evaluate Your Competitive Analysis

Start by completing a competitive analysis to see where you stand in the market, what kind of company you are, and how you compare to your competitors. You’ll be able to determine where you are in the competitive landscape for your industry and if rebranding is the right strategy for your business. If your image doesn’t reflect the current status of your business, it’s time to rebrand.

Rebranding is an expensive and time-consuming process, but sometimes it might be necessary to reinvent a brand’s message and promise to the customer. As businesses evolve over time, rebranding allows a company to showcase their updated values and even change their core audience. To explore the key signs that suggest a business should consider rebranding as an appropriate course of action, read 8 Signs That It’s Time For A Rebrand.

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Question 2

When developing a strategy for long-term growth, what’s one key aspect of brand projection businesses should keep in mind, and why?

Christian: Understand Your Placement in the Adoption Lifecycle

Understand where your product is in the technology adoption lifecycle and align your brand to effectively communicate to the buyer persona in that lifecycle stage. Don’t get caught up in being an innovator or early adopter; focus on aligning your brand to the correct buyer persona for long-term, consistent growth.

From organizing the launch of your business to outlining the day-to-day operations, your business plan needs to encompass a lot of information. While initially getting your company off the ground is important, you should also be thinking about your strategy for ensuring long-term growth. If you’re interested in seeing what’s most important to consider in your growth strategy, then you should read Planning For Long-Term Growth? Don’t Forget These 13 Brand Projection Considerations.

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Question 3

What’s the most cost-efficient way for a small business to incorporate a philanthropic tie-in to its brand?

Christian: Leverage Social Media

Use the power of social media to promote philanthropies that your company advocates for. Take ideas from your employees through surveys, ask what they’re passionate about and build a social media strategy around the organizations they pick. Utilize employee advocacy programs to further your social reach. If employees are passionate about what they’re promoting, that will reflect on your brand.

Pursuing philanthropic causes is a necessity in today’s business world. Businesses are more attractive to both consumers and employees when time and money are going to good causes. While large companies donate millions of dollars each year to charities, small businesses may have a more difficult time funding a philanthropic initiative. If you’re interested in cost-efficient ways that small business owners can promote causes they care about, read 11 Cost-Effective Ways To Incorporate Philanthropy Into Your Brand.

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Question 4

What’s one feature of an effective sales page or sales process, and why?

Christian: Have Verifiable Events

You need to have verifiable events throughout the sales process to gauge what stage a lead is in. If a lead is asking for a demo or customer testimonials, those requests are concrete evidence you can tie to particular stages in the sales life cycle. This helps take the guesswork out of what stage a lead is truly in and understanding your sales life cycle as a whole.

Your typical sales team may use multiple mediums to achieve the same results. Sales pages and sales processes both share crucial features that allow them to be successful. However, crafting a process that converts isn’t always that simple. For insights into what makes a compelling sales page and how entrepreneurs can use that information in their own businesses, read 13 Crucial Elements Of Effective Sales Content.


About Forbes Business Development Council:

Forbes Business Development Council is an invitation-only organization for senior-level sales and business development executives. Find out if you qualify at forbesbizdevcouncil.com/qualify.

About Christian Valiulis

Chief Revenue Officer Christian Valiulis at APS is a member of the Forbes Business Development Council. As a national human capital management and full-service payroll processing company, APS delivers a unified cloud solution backed by guaranteed payroll tax compliance services. Christian oversees marketing and sales, channel partnerships, and strategic product and service alliances. Connect with him on LinkedIn to stay up-to-date with his most recent publications.