Rooted In Revenue

Susan sits down with former team member Karen Mares, Content Creator at Event Builder, who serves as her company's "marketing anchor" as she navigates the evolving landscape of AI tools.
Karen shares her journey from initial concerns about AI replacing her writing role to developing a strategic workflow where she remains firmly in control. You'll discover how she has combined multiple AI platforms—each serving distinct purposes in her content creation process—while ensuring that her human expertise, voice, and judgment remain the guiding force.
For marketing leaders seeking practical ways to integrate AI without compromising authenticity, Karen offers invaluable insights: training AI tools in your company's voice, identifying and eliminating phrases that give away AI, and creating approval processes that maintain compliance standards. Her approach has significantly accelerated content production while preserving the quality and distinctiveness that only a skilled human writer can deliver.
Whether you're just beginning to explore AI tools or looking to refine your existing processes, this conversation provides a blueprint for keeping the human element central while leveraging AI's capabilities to expand your content reach and impact.
Join us to learn how to stay firmly at the helm while letting AI help power your content journey forward.
Karen Mares on LinkedInEventBuilder
Love, Hate, Delegate: Transforming Your Business Through Delegation
LEADER GENERATION EP109: AI, Data & Marketing: How To Manage Risks

Terry Hopkins | President & CEO, Grants Pass Chamber of Commerce:
Grants Pass native Terry Hopkins has returned to his roots after a diverse hospitality career across five states. With over 25 years of business ownership and management experience in Southern Oregon, Terry recently spent 5 years as a business advocate with the Oregon Restaurant & Lodging Association. Married for 20+ years with two sons, Terry is passionate about community service, having served on numerous Chamber and city committees. He's excited to join the Grants Pass & Josephine County Chamber of Commerce team to advocate for local businesses and enhance community development.
[email protected]  |  541-956-4100
 

Lany Sullivan sits down with Mark Cleve, who shares his remarkable 32-year journey with Tom James, the premium custom clothing company that's grown from $119 million to over $600 million during his tenure. Mark reveals the business philosophy that has guided his success: "You don't build a business, you build people and people build a business."
From his early door-to-door book-selling experiences to becoming a trusted name in custom clothing, Mark offers powerful insights on why clothing matters, how to build systems that scale, and why the ultimate business legacy is reliability. Discover why Mark has only lost clients for three reasons: how the right clothing creates both confidence and respect, and why he believes that dressing appropriately for occasions shows respect for others. Whether you're in fashion, sales, or any client-facing business, Mark's practical wisdom on creating "consciously competent" customers who trust you completely offers a blueprint for building your lasting business legacy.
Connect with Mark:
[email protected]  | 503-819-7001
LinkedIn  | Instagram | Website
About Mark Cleve
Mark Cleve is a Division Vice President, Image Consultant, and Executive Clothier at Tom James Company, the world's largest manufacturer and retailer of custom clothing. Based in Portland, Oregon, Mark has dedicated over 32 years to helping professionals elevate their presence through tailored wardrobe solutions. With a client-centric approach, he meets individuals at their homes or offices, crafting bespoke garments that reflect their unique style and career aspirations.
His career began at Southwestern Company, selling educational books door-to-door—an experience he calls the hardest and best job he ever had. A graduate of Indiana University Bloomington (B.A. in Religious Studies and English), Mark brings analytical insight and interpersonal skill to his work.
Beyond his professional life, Mark enjoys music, food, wine, travel, and the outdoors. He takes pride in delivering concierge-level service that empowers clients to make lasting first impressions across all aspects of their professional and social lives.

We're continuing our exploration of effective marketing strategies with the experts from iHeartRadio. In our first segment, we discovered how radio remains 'America's Trusted Companion' and explored the powerful geofencing capabilities that can target potential customers with remarkable precision.
Now, we're shifting focus to the strategic side - how businesses of all sizes can effectively incorporate audio marketing into their overall strategy, even with limited budgets. Julie and Kevin share valuable insights on the psychology behind effective advertising, the multiplier effect of audio on other marketing channels, and practical approaches to campaign timing that maximize impact without breaking the bank. Let's rejoin the conversation as they break down the differences between host-read ads and generic spots, and reveal how audio fits into a comprehensive marketing strategy.
This episode could have also been called:
The Host-Read Advantage: Building Trust Through Strategic Audio Marketing"
"The Marketing Multiplier Effect: How Audio Amplifies Your Entire Strategy"
"Strategic Audio Campaigns: Maximizing Impact on Any Budget"
"Beyond Digital: Using Radio and Podcasts to Boost Your Marketing ROI"
"Marketing Funnel Mastery: How Audio Drives Results at Every Stage"
"The Flighting Strategy: Smart Seasonal Campaigns for Year-Round Impact"
"Audio Marketing Psychology: Why Radio and Podcasts Create Deeper Connections"

Real estate brokers searching for an edge are discovering what radio professionals have known all along – radio remains 'America's Trusted Companion' even in our digital age. This special segment of Rooted in Revenue brings you face-to-face with iHeartRadio experts Julie Beaulieu and Kevin Cash, who share surprising insights about radio's continued growth and its unique ability to build community trust.
Learn how their advanced geofencing technology lets you precisely target potential clients – from specific neighborhoods to competitors' open houses – creating opportunities traditional digital marketing misses. You'll understand why radio creates deeper connections with listeners and how this translates directly into brand credibility for real estate professionals.
Whether you're running a boutique agency or a larger brokerage, discover practical strategies to incorporate radio into your marketing mix without stretching your budget. This conversation might completely change how you think about connecting with future clients and positioning your brand in the competitive real estate landscape.

What happens after you've found that perfect addition to your team? How do you create an onboarding experience that makes new hires feel confident, valued, and ready to contribute? In the last episode, Susan and Lany walked you through establishing a solid hiring process. The topic is Beyond the Hire: Creating a Welcoming Onboarding Experience That Builds Lasting Teams.
In this second half, they explore the critical role of mentorship in successful onboarding, including how to support first-time mentors and celebrate this growth opportunity for existing team members. From day-one preparations to long-term development strategies, they share practical insights on welcoming new team members in ways that strengthen your company culture and improve retention. Whether you're managing an in-person or virtual team, these actionable steps will help you transform the critical first months of employment into the foundation for lasting success.
Key Points Checklist:
Prepare thoroughly before day one to set new hires up for success
Create comprehensive welcome materials that serve as an ongoing resource
Establish clear points of contact and communication channels
Support and celebrate team members who are becoming mentors for the first time
Assign small projects to build confidence and assess skills
Conduct regular check-ins during the critical first 90 days
Develop appropriate performance metrics for evaluation
Encourage feedback in both directions throughout the process
Refine roles based on demonstrated strengths and company needs
Create opportunities for continuous growth and skill development
 

Are you planning to bring a new team member on board? Before you start interviewing candidates, there's critical groundwork that needs to be laid. In this episode of Rooted in Revenue, hosts Susan Finch and Lany Sullivan walk you through the essential steps to prepare your business for a successful hire. From mapping out processes to setting up the right tech stack, they share practical advice drawn from years of experience working with business owners. Learn how proper preparation not only makes onboarding smoother but also sets your new team member up for success from day one.
Lany's 5 steps:
Assess business needs and identify gaps - Analyze what tasks you dislike or don't bring value, determine inefficiencies, and decide whether you need a fractional, part-time, or full-time person.
Clarify roles and responsibilities - Create a detailed scope of work outlining specific tasks, required skills, and what success looks like in the role.
Map out processes and document workflows - Create comprehensive documentation of all processes so the new hire doesn't have to ask questions, allowing for improvements and innovations constantly.
Set up tech and systems for success - Ensure all tools, access levels, communication channels, and documentation are properly prepared and organized.
Prepare training and onboarding materials - Develop a structured plan for the new hire's first days and weeks, including who they should go to for different questions and establish decision hierarchies.
Links from this episode:
Lany's article on LinkedIn
Our episode about Love, Hate, Delegate

Imagine Dolly Parton’s Jolene. Now, imagine Miley Cyrus singing it. It's the same song and the same lyrics—but they feel completely different, right? That’s exactly how typefaces work.
A typeface sets the tone before a single word is read. It tells your audience who you are—before they even realize it. And whether your brand feels classic and trustworthy like Dolly’s Jolene or bold and modern like Miley’s version depends on the choices you make in your typography.”
Today, we’re diving into the world of fonts, branding, and first impressions. We’ll break down:
The difference between a typeface and a font (spoiler: Jolene analogy included 🎶).
Serif vs. sans serif and why your logo doesn’t need to match your website font—but should still make sense together.
Why your brand’s typography needs to be readable, tiny, embroidered, or even on a highway sign (because, trust me, it matters).
And, most importantly, what your font choices say about your brand—before your audience reads a single word.
💡 And hey, if you’re near a logo, a sign, or a package right now, take a look—what does its typeface say to you?

Which task management and marketing strategy tools should you use? Spoiler alert—it’s not as simple as picking the most popular software.
Susan and Lany dive into the importance of discernment when selecting tools, sharing real-world experiences of software frustration, integration challenges, and team buy-in struggles. They emphasize the need to evaluate your team’s workflow, test software with real scenarios, and demand proper support before making a costly commitment.
They explore why businesses often waste time and money on tools that don’t fit—and how you can avoid making the same mistake. If you've ever been frustrated with tools you chose in a rush, including ClickUp, Asana, Monday, or any other platform, this episode is for you.
And tell us—what software works for you, and how did you decide? Maybe we’ll feature your success story in a future episode!
BIG TAKEAWAY - the best tools are the ones your team will actually use.
Your Tech Tool Selection Checklist
✅ Assess Your Needs First
Identify the specific problems you're trying to solve.
List the must-have and nice-to-have features.
Consider how many people will use the tool and their technical comfort level.
✅ Understand Your Workflow
Map out your team's daily tasks and processes before selecting a tool.
Identify which departments or roles will need access.
Determine if you’ll need client access or external collaboration features.
✅ Check for Scalability
Will this tool grow with your business?
Does it support additional users, automations, and integrations as you scale?
Does it work across devices (desktop, mobile, tablet)?
✅ Demo and Test Before Committing
Sign up for free trials and load real projects into the system.
Get feedback from your team on usability.
Request a live demo from the company and ask tough questions about features and limitations.
✅ Read Reviews & Compare Support
Check user reviews on G2, Capterra, or Trustpilot for pros/cons.
Look for YouTube tutorials and real-world use cases.
Investigate customer support availability—do they offer live chat, phone support, or only email?
Find out if you’ll have to pay for support separately.
✅ Evaluate Integration & Compatibility
Ensure the tool integrates with your existing software stack (CRM, email marketing, accounting, etc.).
Check Zapier, Make, or native API capabilities if integration is needed.
Ask: Will this create extra manual work or streamline processes?
✅ Plan for Onboarding & Training
Will your team actually use it, or will they resist?
Look for built-in tutorials and learning resources from the software provider.
Create internal training videos & SOPs to ease adoption.
✅ Budget Beyond Subscription Costs
Factor in costs for setup, training, integrations, and ongoing support.
Beware of hidden fees (e.g., per-user pricing, premium support, add-ons).
If switching from another tool, budget for migration costs and downtime.
✅ Make a Decision—Then Reevaluate
Choose the best-fit option based on functionality, ease of use, and ROI.
Reevaluate in 3-6 months to ensure adoption and effectiveness.
Be willing to pivot if the tool isn’t delivering as expected.

Are your social posts starting to feel stale? Are you spending hours creating fresh content when you already have a goldmine of valuable material gathering digital dust? Stop the endless content creation cycle. Strategic content management isn't about constantly generating new material—it's about maximizing the value of your existing expertise and insights.
In this episode, we cover building and maintaining an effective content bank that transforms your valuable insights into a reusable asset library. Learn why random posts about office pets and foodie highlights aren't part of your content strategy - unless you are in that industry, and discover how to create a systematic approach to content that directly ties to your business goals and mission.
For those frustrated with the constant demand for "fresh" content, we reveal why the same valuable message can and should be shared multiple times, reaching different audiences simultaneously. Plus, get practical insights on tracking engagement, managing client testimonials, and turning client transformations into compelling case studies demonstrating your expertise.
Whether you're a seasoned content creator or just starting to build your business's digital presence, this episode offers actionable strategies to work smarter, not harder, with your content management. Say goodbye to content chaos and hello to strategic repurposing that drives real business results.

Great title, right? But you need a plan. We partner with outside contractors, even our own team - are they documenting what they are doing for you, the project, the client in a way that would allow anyone else to pick up the project and continue on? Is the logic in place for the programming or creative decisions? ASK THEM. This quick episode gives you more ideas to protect your company, your clients in case something goes awry, even just for a while.

This episode of Rooted in Revenue takes an enlightening turn in a world that often pushes us to look outside ourselves for validation and success. Join host Susan and her guest, Chris Champion, as they explore how starting each day with intention and finding your inner peace can transform not just your personal life but your business success as well. From morning walks to barefoot moments in nature, discover simple yet powerful practices that successful leaders use to stay grounded. Chris shares his journey of transformation after a life-changing health challenge, and together they discuss how developing a strong foundation of self-belief, combined with faith, creates the roadmap to both personal and professional fulfillment. This conversation goes beyond typical business metrics to explore the real revenue of life – peace, purpose, and possibility.
Links from this episode:
Twitter @ImChrisChampion
IG: IamChrisChampion
www.championexperiences.com
https://www.crocs.com/
https://binkypatrol.org