Rooted In Revenue Podcast Por Susan Finch & Lany Sullivan arte de portada

Rooted In Revenue

Rooted In Revenue

De: Susan Finch & Lany Sullivan
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Revenue and sales are built on a solid operational foundation that allows marketing to thrive in an ever-changing environment with technology. Brought to you by speaker, branding strategist, producer Susan Finch, and Lany Sullivan, Fractional COO, and Strategic Consultant. This show is part of Funnel Media Group’s monthly line-up of podcasts.Copyright 2025 All rights reserved. Produced by Susan Finch and Lany Sullivan Economía Gestión Gestión y Liderazgo Marketing Marketing y Ventas
Episodios
  • Why Your SEO Foundation Determines AI Visibility
    Aug 6 2025
    Google First, AI Second: The Smart Agent Strategy Your prospects aren't abandoning Google - they're using it PLUS asking ChatGPT, Perplexity, and Claude for deeper research. Here's the reality: Google still processes 373 times more searches than ChatGPT. But the 1% of prospects using AI answer engines? They're your highest-intent leads spending 23+ minutes researching before they ever call an agent. Most real estate professionals are asking the wrong question. Instead of "Should I optimize for AI or Google?" the question is "How do I dominate both?" Maurice White, SEO lead at Mod Op and former real estate professional, reveals why your SEO foundation determines your AI visibility. You'll discover why 80% of getting found by ChatGPT, Claude, and Perplexity depends on fundamental SEO - and what that crucial 20% difference is that separates agents who get cited from those who remain invisible. This isn't about replacing your Google strategy. It's about extending your reach to capture the early adopters who are doing deeper research and making more informed decisions before they contact agents. If you serve local clients - real estate, HVAC, restaurants, professional services - this matters now, not later. About Maurice White: Maurice White is a Senior SEO Strategist at Mod Op with a unique background that bridges real estate and digital marketing. After spending over 10 years in the real estate industry as a broker's assistant, agent, and licensed broker, Maurice transitioned to leading SEO strategy for one of the industry's top agencies. His hands-on real estate experience, combined with his technical expertise in data analysis and SEO strategy, gives him rare insight into how local businesses can leverage both traditional search optimization and emerging AI engine visibility. Maurice specializes in helping companies organize complex digital strategies, make data-driven decisions, and implement scalable SEO solutions. BONUS ACTION LIST: Here's the action list for this episode based on Maurice's insights: Immediate Actions (This Week) Test Your Current AI Visibility: Go to ChatGPT, Claude, or Perplexity and ask questions about your market that you should be the expert onSearch: "Who are the most knowledgeable agents in [your area]?"Ask: "What's the market like in [your specific neighborhoods]?"Note if your name or business appears in the answers Audit Your Current Content: Review your last 20 social media postsCount how many mention your specific market by nameIdentify which posts could be used by any agent in any cityCalculate what you're actually paying per valuable, market-specific post Foundation Check: Verify your Google Business Profile is complete and optimizedEnsure your service areas are properly definedCheck that your website has basic contact information and location detailsReview if your site loads quickly on mobile This Month Actions SEO Foundation Audit: Conduct a technical SEO audit of your website (or hire someone to do it)Review your site's information architecture and navigation to ensure a logical progression to the next step, which should lead to a conversation.Verify that schema markup is in place with all of your content. ASK the hosting company or developer. They may not know.Assess your heading structure (H1, H2, H3 tags) Content Strategy Development: Create 5 pieces of content that answer specific questions about your market areasCreate a summary for key landing pages from your top-level navigation, ideally accompanied by a short video featuring you.Add FAQ sections to key pages on your website - these become part of your content bank.Write market-specific summaries for each neighborhood you serve - and revisit/edit a couple of times a year.Include current data, statistics, and local insights in your content as stand-out boxes with H1, H2, H3 tags.Then, create regular market update blog posts. Local Authority Building: Set up a plan to post weekly to your Google Business Profile - something HELPFUL without having to click to get the info - but they can click and go to your site to the page with the details.Join relevant local Reddit communities (professionally and helpfully)Reach out to local publications for market commentary opportunitiesAsk satisfied clients to leave detailed, specific reviewsHow about you pick 2 industry businesses per month to review positively? Login on Google as your brand and do it. Ongoing Strategy Content Creation System: Develop templates that require local market dataCreate a process for adding your unique insights to any AI-generated contentPlan quarterly updates to keep information freshBuild relationships with other local business owners for cross-promotion Measurement and Tracking: Set up Google Search Console to monitor AI Overview performanceUse tools like SEMRush to track your visibility in the answer enginesMonitor which market-specific content gets the most engagementTrack leads that mention finding you through AI research Provider ...
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    33 m
  • Team Alignment vs. Team Building: What Actually Drives Revenue Performance
    Jul 30 2025

    You've hired great people individually, but your team still isn't performing at its potential. Sound familiar? Most companies focus on individual talent while completely missing the multiplier effect of understanding how team members naturally function together.

    In Part 3 of our series with Frederic Lucas-Conwell, President of GRI (Growth Resources Institute), we dive into "The Team Performance Multiplier"—how behavioral dynamics can accelerate revenue growth through better collaboration and decision-making. Unlike generic team-building exercises, this approach focuses on understanding the specific behavioral requirements of different types of teams and how individual dynamics create group performance.

    Frederic reveals why it takes just one person to derail team performance and shares insights from working with diverse teams—from Silicon Valley startups to government agencies, accounting departments to sales teams. We explore the critical difference between adapting people to jobs versus adapting jobs to people, and why most companies wait too long to address team dysfunction.

    Susan shares real-world examples from her work with startup founders who each want to hire someone to handle "the stuff they don't like to do"—revealing how misaligned expectations create hiring disasters. This conversation moves beyond surface-level team building to practical strategies for creating team alignment, building trust, and leveraging each member's behavioral strengths for maximum revenue impact.

    Key Points
    1. Team-Specific Performance Models - Different team types (sales, accounting, startups, executive) require different behavioral dynamics and performance approaches
    2. Individual vs. Group Dynamics - Analyze both personal behavioral patterns and how they interact within the team environment
    3. Job-Person Fit Analysis - Determine whether to adapt the person to the job or restructure the role to match behavioral strengths
    4. Energy Cost Assessment - Understand the energy required for behavioral adaptation and provide appropriate support systems
    5. Alignment Before Team Building - Establish shared goals and expectations before implementing any team development initiatives
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    27 m
  • Why People Won't Join Your Service Club - And How To Fix It
    Jul 23 2025

    The Crisis Killing Service Organizations - And How to Save Them

    Rotary clubs, Lions International, Chambers of Commerce, and countless other service organizations are dying. Membership is aging out, younger generations aren't joining, and traditional models that worked for decades are failing spectacularly.

    In this eye-opening episode of Rooted in Revenue, host Susan Finch and guest Miguel de Jesus tackle this crisis head-on. Miguel, a seasoned executive who went from East Harlem public housing to building $2B in revenue at Paychex, brings decades of organizational leadership experience. Susan, running a nonprofit in Oregon while watching service organizations struggle, offers frontline perspective on what's not working.

    Together, they dissect why Monday noon meetings don't attract busy professionals anymore, how ego-driven leadership kills organizations just like it kills companies, and why value propositions matter more than tradition. But this isn't just about problems - it's about solutions.

    Discover how to reach students before they graduate, why "actionists beat activists" with younger generations, and how organizations can adapt their models without losing their mission. Whether you're leading a Rotary club, Chamber of Commerce, or any community organization, this conversation offers a roadmap for survival and growth.

    The future of community service depends on leaders willing to evolve. Are you ready to adapt?

    6 Key Points
    1. Traditional Models Failing - Monday noon meetings and old networking styles are driving away modern professionals and younger generations
    2. Value Proposition Crisis - Service organizations can't answer "what's in it for me?" beyond giving opportunities that don't resonate with everyone
    3. Student Engagement Opportunity - Reaching college and high school students creates future members but requires new approaches and connections
    4. Actionists Over Activists - Younger generations want hands-on, tangible impact projects rather than traditional meeting-heavy service models
    5. Leadership Adaptation Required - Organizations need strategic thinking, not just tactical fixes, to survive the membership crisis

    Community Connection Missing - Modern mobility and lack of traditional community structures require intentional relationship-building approaches

    Miguel de Jesús: Miguel de Jesús transformed from growing up in East Harlem public housing to becoming a powerhouse business executive. His strong family foundation and early discipline through music and sports provided the launching pad for extraordinary career success.

    After attending Long Island University and Columbia's MBA program, Miguel joined Xerox and rapidly advanced through executive roles. At Paychex, he helped grow the company from $40 million to over $2 billion in revenue while leading 1,500+ team members.

    Today, Miguel is a sought-after business coach, keynote speaker, and trainer specializing in emotional intelligence and AI-influenced business practices. He serves military special operations personnel transitioning to civilian careers through the Honor Foundation and recently completed five years as Director of Business Development at Cal State University San Marcos.

    His core values—compassion, competence, achievement, and helping others—drive everything he does as he teaches leaders how to lead with both humility and results.

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    25 m
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