Rooted In Revenue
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.
Episodes

2 hours ago
2 hours ago
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.

Wednesday Jan 22, 2025
Does your creative team have a hit-by-a-bus plan?
Wednesday Jan 22, 2025
Wednesday Jan 22, 2025
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.

Thursday Jan 16, 2025
Beyond the Hustle: Why Peace Matters in Business and Life
Thursday Jan 16, 2025
Thursday Jan 16, 2025
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

Wednesday Jan 08, 2025
AI Risk Management: A CMO's Guide to Tool Selection and Governance
Wednesday Jan 08, 2025
Wednesday Jan 08, 2025
Susan Finch sits down with Patty Parobek from Mod Op to explore the strategic implementation of AI in business. They discuss the concept of an "AI Playground" - a structured approach for organizations to test and evaluate AI tools before full deployment. The conversation covers essential topics, including developing responsible AI use policies, forming cross-functional AI councils, and protecting sensitive data when using AI platforms. Patty shares valuable insights on how businesses of any size can thoughtfully integrate AI while maintaining security and client trust, making this episode a must-listen for organizations navigating the AI landscape.
Here is the Leader Generation Episode:
About Patty Parobek:
As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected].

Tuesday Dec 10, 2024
Domain Ownership and Renewal Tips - Part 1
Tuesday Dec 10, 2024
Tuesday Dec 10, 2024
Have you ever felt lost when managing your website’s domain? You’re not alone. Some tech professionals keep these concepts vague to maintain control over their clients. Let’s break down what you need to know and document to stay in control of your digital property. Remember, your domain for your company is YOURS. Do not let an outside contractor register a domain for you, even if they are trying to save time, money, etc. You need to create this login and invite them in to manage it. You never want to lose control of your domains. This short episode gives you an initial action list to take inventory of what you have, who has access, and when your domains renew.The next episode in this series will be about moving domains, testing your domains and SSL certificates.
This is tied to a course series Susan has available with free real estate broker focused tips emailed q-r.to/sfsreo8, and a paid workshop group. q-r.to/sf8weeks

Tuesday Nov 12, 2024
Digital Consistency is King: Your Professional Presence Audit
Tuesday Nov 12, 2024
Tuesday Nov 12, 2024
Today, we're challenging you to conduct a Professional Presence Audit—a critical look at how you appear across the digital landscape to ensure your professional image remains consistent, current, and compelling. This is Part 2 of our Digital Brand Checkup series on Rooted in Revenue. Our last episode covered the essentials of managing your digital real estate—from domains to infrastructure.
Essential action items from this episode:
Google Audit:
Search yourself/company in an incognito window
Review up to page 8 of the search results
Document outdated or incorrect listings
Look for unauthorized or outdated profiles
NAP (Name, Address, Phone) Consistency:
Ensure the company name format is identical across all platforms
Standardize address formatting (abbreviations, punctuation)
Use consistent phone number format (preferably with hyphens)
Document the exact format to be used by all team members
Professional Profile Management:
Review all directory listings (industry, membership groups, associations)
Update bios across all platforms
Verify current memberships and certifications
Remove or update outdated affiliations
Create platform-specific bios for different purposes
Website and Landing Pages:
Create specific landing pages for different audiences/purposes
Ensure all domain redirects lead to valuable content
Update professional credentials and certifications
Review and refresh all bio pages
Call-to-Action Consistency:
Define 1-2 primary destinations for all profile links
Maintain consistent messaging across platforms
Ensure all CTAs lead to current, working pages
Document preferred CTAs in your asset depot
Bio Management:
Create a master bio document with variations
Include links to where each bio appears
Update bios to reflect current focus and achievements
Have others review bios for clarity and impact
Consider professional help for bio writing/updating
Documentation:
Create an "Asset Depot" to store all digital presence information
Document all profile locations and login credentials
Please keep track of all bio variations and their purposes
Set up regular review schedules (quarterly/annual)
Regular Maintenance:
Schedule annual comprehensive audits
Set quarterly review reminders
Update profiles when significant changes occur
Regularly test all links and redirects
Remember to resist the urge to use AI for writing bios. While it can help with organization and redundancy checking, your authentic voice and personality should shine through in your professional profiles.

Wednesday Nov 06, 2024
Digital Asset Checkup: Start with Your Domains, SSL, and Your Digital Depot
Wednesday Nov 06, 2024
Wednesday Nov 06, 2024
Your business runs on digital - but when was the last time you gave it a proper checkup? This week on Rooted in Revenue, we're getting real about the nuts and bolts of your digital foundation. Susan Finch and Lany Sullivan share their hands-on experience managing domains (including those late-night wine-inspired purchases we've all made), keeping backups current, and yes - discovering that even storage facilities need retention policies. No fluff, just practical advice on protecting your digital assets and organizing them in a way that actually makes sense. Whether you're a tech pro or still figuring out what DNS means, we've got you covered with straightforward talk and simple solutions for keeping your business's digital world running smoothly.
Here are the key points from the episode:
Domain Management Essentials:
Consolidate all domains to one account/provider
Document registration and renewal dates
Verify owner, admin, and tech contacts are current
Have a clear purpose for each domain
Make every domain work for you - forward unused ones to active properties
Never respond to mail-based domain renewal solicitations (they're scams)
Export and document DNS settings as a backup
Website Security:
Ensure SSL certificates are current and test your site in incognito
Verify site works securely with and without 'www'
Keep security protocols updated
Documentation & Organization:
Create an "Asset Depot" to store all digital asset information
Include backend links, affiliate info, products/services details
Keep all access credentials organized and updated
Document all processes and systems
Backup Systems:
Implement regular backups not stored on the same host
Verify backups are actually working
Test restoration process periodically
Organize files for efficient backup
Retention Policies:
Understand your industry's specific retention requirements
Only retain what's legally required
Create organized folders with destruction dates
Set calendar reminders for data destruction
Be careful with development/test data retention
Regular Auditing:
Make this a yearly review process
Get an outside perspective on systems and processes
Test all systems and access points
Verify all contact information is current

Wednesday Oct 23, 2024
Better Clients, Better Revenue: Client Intake Systems That Drive Growth
Wednesday Oct 23, 2024
Wednesday Oct 23, 2024
Susan Finch and Lany Sullivan plunge into the muck of a crucial but often overlooked aspect of business operations: the client intake process. Coming fresh from their previous episode on intellectual property, they explore how even successful businesses like Susan's (with 20 years of experience) can benefit from implementing structured intake systems.
Whether you've been in business for six months or two decades, this episode reveals why having a clear, systematic approach to onboarding clients isn't just about organization – it's about increasing revenue, saving time, and working with clients who bring you joy. You'll learn practical tips for creating effective intake forms, structuring service packages, and avoiding common pitfalls that lead to scope creep and revenue loss. If you're tired of "winging it" with clients or want to streamline your business processes, this conversation offers actionable insights to transform your client onboarding experience.
Get a peek at Lany's here.

Wednesday Oct 16, 2024
IP in the AI Age, IP Ransom, and Safeguarding Your Business IP Assets
Wednesday Oct 16, 2024
Wednesday Oct 16, 2024
Join Susan Finch and Lany Sullivan in this eye-opening episode of Rooted in Revenue as they dive into the crucial topic of intellectual property. Discover what IP really means for your business, how to protect your creations, and why holding someone's intellectual property hostage is a major business faux pas. Whether you're a content creator, business owner, or working with contractors, this episode offers valuable insights to help you navigate the complex world of IP.
Disclaimers: Lany and Susan are not giving legal advice and are not attorneys. They are sharing what they have learned from their experiences and that of their clients.
Tips/Recommendations:
Lany:
Intellectual property includes anything you create, not just patents and trademarks.
Consult with an attorney about protecting your IP through trademarks and copyrights.
Include clear IP ownership clauses in contracts with contractors and clients.
Don't put sensitive intellectual property into open-source AI tools.
Susan:
Be cautious when using services like Fiverr for logos - ensure you get vector files and ownership rights.
When rescuing clients from IP hostage situations, try to hear both sides of the story.
For creatives, consider retaining copies of client files as an archive, not to hold hostage.

Wednesday Oct 09, 2024
Artisan Engagement: Mastering Regional Show Interactions
Wednesday Oct 09, 2024
Wednesday Oct 09, 2024
In this episode, Susan Finch sits down with Michele A. Friedman, a talented metalsmith and jewelry designer with over 26 years of experience in the art world. From her early days studying fashion design at Parsons to becoming a full-time artist, Michele shares her journey and insights on navigating the business side of art. Discover the importance of human connection in selling art, learn strategies for engaging customers at shows, and explore the delicate balance between creativity and commerce. Whether you're an aspiring artist or a seasoned professional, this episode offers valuable lessons on turning your passion into a sustainable career.
Links from this episode:
https://www.facebook.com/MicheleAFriedmanJewelry
https://instagram.com/mafdesign1
https://www.instagram.com/colerodgerimage/ - Michele's photographer
https://pjlabarge.com - wildlife sculptor
https://joyridejewelry.com How we met
Michele's bio - in her words:
My jewelry results from my desire to incorporate color, pattern, and texture into my work without setting stones. The color was to be from an alternative source. Through trial and error and consideration of many materials, I concluded that wool felt perfect. The material is durable, pliable, and possesses a rich, saturated color and a hint of texture. I manipulate the felt into shapes and set them like stones into my oxidized sterling and 18k Bi-metal jewelry. This is a technique that I developed on my own to suit my needs.
I have always had a Metal line of jewelry, which has evolved over time. In June 2020, I finally added my Metal line online for purchase and have added a number of pieces since. It is comprised of oxidized sterling silver, 18k Bi-metal, and now some 14k vermeil pieces, too. The Metal line can easily be worn with the FELT line as many common design elements and components exist.
I am inspired by graphic, product, furniture design, and architecture. Frank Lloyd Wright, Charles Rennie Mackintosh, and Vasily Kandinsky are among my many influences. I love Modern Art and Design.
I am a native Chicagoan. I attended Parsons School of Design in New York City. I currently reside in Chicago with my husband John and our two cats, Rosie and Zero. When I am not on the road, I love to travel abroad with my husband, visiting art museums, absorbing cultures, and eating great food!

Wednesday Oct 02, 2024
The Power of Reflection: Leveraging Your Past for Future Success
Wednesday Oct 02, 2024
Wednesday Oct 02, 2024
Rediscovering your forgotten skills and experiences can be a game-changer for personal and professional growth. In this insightful episode of Rooted in Revenue, Lany and Susan dive deep into the importance of reflecting on your past accomplishments and leveraging them for future success. They share personal anecdotes, practical tips, and actionable strategies to help you uncover hidden talents and capitalize on your unique experiences.
We dare you to go through this list:
Reflect on past experiences and skills you may have forgotten about
Review old resumes and portfolios
Ask family, friends, and former colleagues about your strengths
Update your professional profiles and resumes regularly
Share stories about your past experiences and skills
Reconnect with old contacts and mentors
Create one-page case studies for your accomplishments
Record video or audio of yourself telling your stories
Identify pivotal moments in your life and career
Look back at all your jobs, even early ones, for valuable experiences
Share your reflections on social media and tag Lany and Susan

Tuesday Sep 24, 2024
Tech Audits: Avoiding Costly Business Software Mistakes
Tuesday Sep 24, 2024
Tuesday Sep 24, 2024
In this continuation of their discussion on managing your online presence, Lany and Susan hit you over the head with the importance of conducting thorough tech assessments and making informed decisions about your business software. They emphasize the value of consulting with experts before making significant changes to your tech stack and warn against common pitfalls like lifetime software subscriptions and poorly integrated tools.
Action Items:
Conduct a comprehensive tech assessment of your business
Review all software subscriptions and their actual usage
Avoid lifetime software subscriptions
Check software integration capabilities before purchasing
Set calendar reminders for subscription renewals
Research software reliability and developer support before committing
Utilize existing tools and services to their full potential
Consult with experts before making major tech changes or purchases
Regularly review and update your website and online presence
Be cautious of custom solutions that may create dependence on specific developers

About Your Hosts, Susan Finch & Lany Sullivan
Susan's goal is to bring guests that can bring value, guides, inspiration to those of you struggling to expand the revenue of your company through online marketing, events, training, and honest-to-goodness connections through real conversations.
Susan is the President of Funnel Media Group, as well as Susan Finch Solutions. Her non-profit, Binky Patrol has her heart.
Lany Sullivan, with over 20 years of experience in Corporate America and Business Ownership, helps clients find more adventure, joy, and freedom through efficient business operations. Her wealth of lessons and depth of experience enable her to identify challenges and develop custom-tailored strategies to meet your unique needs and goals.