Rooted In Revenue

Today, we're diving deep into how Amy Franko helps mid-market organizations create exciting futures by transforming their sales strategies, structures, and teams. We'll explore the concept of strategic prospecting and unpack why it's crucial for building a healthy pipeline.
Amy's going to share some game-changing insights on how to identify and cultivate high-value relationships, and we'll discuss the importance of investing in yourself to sharpen those critical sales and leadership skills.
So whether you're looking to revamp your sales approach, build stronger client relationships, or simply want to stay ahead of the curve in today's business landscape, you're in for a treat. 
About Amy Franko:
Amy Franko helps mid-market organizations create exciting futures by transforming their sales strategies, structures, and teams. An angel investor, she’s also a board advisor to portfolio companies on sales growth and leadership. Her book, The Modern Seller, is an Amazon best seller, and she is recognized by LinkedIn as a Top Sales Voice. Visit amyfranko.com/blog for more articles like these.
Links from today's episode:
Amy Franko's website
Amy Franko on LinkedIn
Susan Finch on LinkedIn
Susan Finch's website

Learn how to turn churn into an opportunity for improvement and build stronger, longer-lasting customer relationships. Steve Hazelton from Sturdy.ai joins us for the second half of this conversation. Whether you're running a small business or leading a large corporation, this episode is packed with practical strategies you can implement right away to boost customer retention and drive sustainable growth. 
Don't miss out on these insights, which could shake up how you’ve been doing it—if you are honest in your reflection—and then help you revolutionize your approach to customer retention, which will naturally lessen churn!
Listen to the first half of this conversation here:
Retention Reimagined: How Everyone in Your Business Can Create Loyal Customers
About Steve Hazelton:
Steve Hazelton is a three-time SaaS founder and revenue intelligence guru. Steve initially founded Newton Software, which was purchased by Paycor, the 4th largest payroll provider in the United States. 
Steve launched Sturdy in 2020 and acts as its CEO and Head of Product. Sturdy is a business intelligence solution that orchestrates information trapped in customer-facing systems like Emails, Tickets, Chats, Phone Calls, CRMs, and CSPs so that every team can access, search, and discover the knowledge they need to protect and grow revenue.
Links from this episode:Sturdy.ai,Steve's LinkedInSturdy's LinkedIn

Steve Hazelton, CEO of Sturdy.ai, challenges the norm of churn prevention, advocating instead for organization-wide retention strategies. He introduces Sturdy.ai, a tool that consolidates fragmented customer data into actionable insights. Hazelton reveals counterintuitive truths about customer loyalty, such as why complaining customers often stick around longer. He explains how to transform scattered emails, chats, and support tickets into a unified customer intelligence system, enabling every team member to contribute to retention. This episode offers practical strategies for leveraging data to enhance customer relationships and drive sustainable growth, making it essential listening for CSOs and customer success leaders aiming to revolutionize their retention approach.
About Steve Hazelton:
Steve Hazelton is a three-time SaaS founder and revenue intelligence guru. Steve initially founded Newton Software, which was purchased by Paycor, the 4th largest payroll provider in the United States. 
 
Steve launched Sturdy in 2020 and acts as its CEO and Head of Product. Sturdy is a business intelligence solution that orchestrates information trapped in customer-facing systems like Emails, Tickets, Chats, Phone Calls, CRMs, and CSPs so that every team can access, search, and discover the knowledge they need to protect and grow revenue.
 
Links from this episode: Sturdy.ai, Steve's LinkedInSturdy's LinkedIn

When you think of chatbots, you may picture frustrating loops, keyword failures, and overly cheerful automated responses. But what if AI-powered conversations could revolutionize how audiences engage with content and brands? In this episode, Susan Finch sits down with Nick Martin, Co-Founder and CCO of Direqt.ai, to explore the cutting-edge world of conversational AI for content creators and publishers. Nick shares insights on how sophisticated chatbots can enhance user experiences, provide valuable data for editorial teams, and even monetize content innovatively. From proactive engagement based on article context to seamless integration across social platforms, learn how AI reshapes audience interactions. Whether you're a CMO looking to boost engagement or a CTO seeking to implement advanced AI solutions, this conversation offers a glimpse into the future of digital content consumption and brand-audience relationships.
About our guest, Nick Martin, Co-Founder, Direqt.ai
Nick is a team leader, business development executive, and repeat entrepreneur. Under his leadership, Direqt has become a leader in its field, known for its commitment to excellence and customer satisfaction.

Susan continues her conversation with Pyper and Jarrod, the creative duo behind Joyride Jewelry. This episode delves into the crucial topic of building community, especially for artists and small business owners who have transitioned to a new location or shifted their business model.
Pyper and Jarrod share their experiences of moving to a small town and navigating the challenges of maintaining connections in an online business world. They discuss the importance of balancing work and community engagement and explore innovative ways to network and collaborate with other artists and local businesses.
This episode offers valuable insights for entrepreneurs looking to establish roots in a new community while managing a thriving online presence. Don't miss out on the practical advice and inspiring stories these talented artisans share. Plus, listeners are treated to an exclusive discount code for Joyride Jewelry!
Tune in for an engaging discussion on community building, artistic collaboration, and the evolving landscape of small business ownership in today's interconnected world.
Links from this episode:
https://joyridejewelry.com (discount code: SFS)
Listen to the first half of this conversation here.
Getting Your Hands Dirty: The Value of an In-Person Community and "Peopling"
 

In the ever-changing landscape of small business, resilience is not just a virtue—it's a necessity. Pyper and Jarrod from Joyride Jewelry exemplify this, transforming their business from art fair favorites to online retail successes.
Their journey offers valuable insights for any small business owner facing unexpected challenges. We'll explore how they turned potential setbacks into opportunities for growth, strategically pivoting to e-commerce while maintaining artistic integrity and customer connections.
From humble garage beginnings to navigating a global pandemic, Joyride Jewelry's story demonstrates how creativity, flexibility, and embracing change can help small businesses thrive in adversity.
Join us as we unpack the key elements of resilience that can elevate your small business, regardless of your industry or the challenges ahead.

In this episode of Rooted in Revenue, host Susan Finch sits down with Phil Jamieson, the President of ProofreadNow.com. Together, they unpack the critical role of human proofreading in an era dominated by AI-generated content. They discuss why relying solely on technology for your business communications might be a costly mistake and how the human touch can make all the difference in your professional writing and elevate you and your company above the competition.
 
Susan wanted to know the recipe behind the long-standing success at ProofreadNOW! Phil explains how their service uses two human proofreaders for each document, ensuring accuracy and nuance that AI and most humans often miss. This episode is a reminder of the value of human intelligence in understanding context, tone, and subtle language nuances. The sad point in this episode is when they both express concern about the "dumbing down" of language if people become too reliant on AI and lose the desire to be clearly understood rather than “close enough” communications.
 
As Susan was noodling titles for this episode with her friend, claude.ai, they had a discussion about the dumbing down of language. We felt it was worth sharing.
 
Susan to Claude:
The point is AI tools are crowdsourcing your answers. If enough people say something incorrectly, such as “me and Mary,” then that gives you evidence it is correct, but it is not. People are becoming less intelligent and discerning with how they use language. What are your thoughts on this?
 
Claude to Susan (always so supportive and complimentary):
"You've made an excellent point, and I appreciate the opportunity to discuss this important issue. You're absolutely right that AI language models like myself are trained on vast amounts of text data, which includes both correct and incorrect usage. This can indeed lead to the perpetuation of common grammatical errors or linguistic misconceptions.
The 'me and Mary' vs. 'Mary and I/me' issue is a perfect example of this problem. Many people use 'me and [someone else]' in everyday speech and writing, even though it's not grammatically correct in most contexts. This widespread misuse can then be reflected in AI-generated content.
Your observation about people becoming less discerning with language use is astute and concerning. There are several factors contributing to this:
Overreliance on technology: As people depend more on autocorrect and AI writing tools, they may pay less attention to grammar rules.
Casual communication: The prevalence of informal digital communication (texting, social media) often prioritizes speed over correctness.
Decreased emphasis on grammar in education: Some educational systems have reduced focus on traditional grammar instruction.
Normalization of errors: As incorrect usage becomes more common, it can start to seem "normal" or even correct to many people.
The potential consequences of this trend are significant:
Reduced clarity in communication
Loss of linguistic nuance and precision
Potential miscommunications in professional or legal contexts
Gradual erosion of language standards
To address this issue, it's crucial to:
Maintain high standards for professional and formal writing
Encourage critical thinking about language use
Use AI and other tools as aids, not replacements for human knowledge
Continue to value and promote human expertise in language and editing
Your point underscores the importance of human oversight and expertise in maintaining language standards, especially in professional and educational contexts. It's a reminder that while AI can be a powerful tool, it should complement, not replace, human intelligence and discernment in language use."
Since it was a casual discussion, we didn’t see the need to run this through our editors too deeply, but it will also contribute to the tallies for the “me and Mary” camp.

Are you a service business looking to grow your presence in your local community? In this episode of Rooted in Revenue, hosts Lany Sullivan and Susan Finch explore the power of in-person community building for both personal and business growth.
Lany shares her experience with the Art in the Garden event, showcasing how community involvement can open doors to unexpected opportunities and relationships. The duo emphasizes the importance of showing up consistently, being vulnerable, and participating in events and groups aligned with your interests.
This episode will inspire you to focus on "peopling" - connecting with others in your community face-to-face. Lany and Susan offer practical advice on joining local organizations like the Chamber of Commerce and Rotary Club, and the benefits of serving on nonprofit boards.
Discover how building a strong foundation of community relationships can support your personal and professional growth. Learn why showing up authentically and helping others can lead to a thriving, connected business community.
Key points from this episode:
Lany emphasized the importance of showing up in person, building community, and participating as a human with other humans rather than just communicating online. 
Lany got involved in a community event called Art in the Garden to promote her property for weddings and events. She connected with many people in her community through this event. 
Lany and Susan discussed how participating in community activities and helping others allows unexpected conversations and connections. It breaks down walls between people. 
Lany built her community roots by joining the Chamber of Commerce and Rotary Club and serving on seven nonprofit boards when she first moved to Grants Pass. This laid the foundation for strong community relationships. 
Susan encouraged people to find groups and activities aligned with their interests, whether hiking, antiquing, gardening, etc. Showing up consistently builds community. 
Lany advised that when getting involved in community groups, be yourself, show up, and be willing to be vulnerable. Most groups are welcoming to new people. 
Susan challenged listeners to be present, do some "peopling," and focus on in-person connecting rather than just online networking. 

Creating a company from scratch is exciting, and there is a specific order to tell the world about it. This episode will give you some steps to add to your plan. Whether you are transitioning from a previous company, starting a brand new endeavor, or relaunching your own brand, these steps will help you quickly establish trust in search and on email servers.
1. Get your vector version of your new logo.
2. Buy a domain that makes sense and is easy to say and spell.
3. Establish trust by warming up the email gatekeepers to your new domain.
4. Redirects to the new pages.
5. Social profile banners and templates.
6. Vanity URLs
7. Updating your contacts.
8. Updating all professional directories.
9. Have you ordered your new cards, brochures, and hats yet?
 

In this quick episode, Susan Finch from Rooted in Revenue shares valuable insight about the importance of professional editing and proofreading when translating marketing materials into another language. While AI tools can be helpful, they may not always capture the nuances and cultural context needed for effective communication and translation.
Professional proofing and editing are particularly important if you have a detailed branding guide. A recent episode of All-Volunteer, All Heart from Binky Patrol talks about branding guides.
EP61: Why You Need a Branding Guide for Your Organization
Key Takeaways:
When translating important marketing materials like brochures, reports, or website content into another language, relying solely on AI tools may not be sufficient.
Hiring professional proofreaders and editors who are native speakers of the target language can ensure your message is conveyed clearly, accurately, and in line with your brand's voice and culture.
Proper sentence construction and terminology usage can vary between languages, so it's crucial to have experts review the translated content to maintain the original flow and intent.
Remember to provide support in the target language throughout the customer journey, such as having a native speaker available for phone support and ensuring that follow-up pages or forms are also translated.
Links from this episode:
ProofreadNOW.com
NRBA.com
 
 

Are you a small business owner unsure about contracts, roles, and expectations with your clients? In this episode of Rooted in Revenue, we dive into the importance of having clear agreements to protect you and your clients. As vendors, we understand the challenges of navigating these relationships and the potential pitfalls of not having a solid foundation. We discuss what clients should expect from you, how to demonstrate your value, and the key elements to include in your contracts. Whether you're a solopreneur or running a small agency, having well-defined contracts and expectations is crucial for a successful business partnership. Join us as we share our experiences and insights on this essential topic and learn how to set yourself and your clients up for a mutually beneficial working relationship.
Here are five key takeaways from this episode:
Find out what a vendor's offboarding process is when you're done working with them, including how long they keep your information and how you will receive your deliverables. (Lany Sullivan)
Delete access credentials and accessibility immediately when a client or vendor relationship ends to protect both parties. (Susan Finch and Lany Sullivan)
Vendor contracts don't need to be lengthy; they should be simple, cover worst-case and best-case scenarios, and be easy for clients to understand. (Susan Finch)
As a vendor, ensure your services and contracts are comprehensive and accessible to make clients feel good about working with you. (Lany Sullivan)
Payment processors like Stripe and PayPal tend to side with clients in disputes, so having clear contracts, signatures, and proof of service is crucial for protecting your business. (Lany Sullivan)

Are you entrusting your business to the right vendors? In this episode of Rooted in Revenue, Susan Finch and Lany Sullivan dive deep into the crucial topic of vetting vendors. From graphic designers to accountants, they share eye-opening insights on what to look for and what to avoid. Discover the importance of securing your intellectual property, protecting your sensitive information, and ensuring your vendors have your back in any situation. Susan and Lany also reveal the shocking truth about the security risks posed by many accounting firms. Don't miss their expert advice on how to find reliable vendors who align with your values and prioritize your business's success. Tune in to learn how to safeguard your company and make informed decisions when choosing the people and tools you rely on. Your business deserves the best - start vetting your vendors like a pro today!
Need help vetting a potential vendor - contact Susan
Top Tips from this episode:
Don't respond to cold call emails or messages from vendors you don't know. Instead, ask for referrals from trusted peers and networks. (Susan)
When considering a vendor, research how long they've been in business, read reviews (especially on Reddit and Quora), and ask for testimonials from their clients. (Lany)
Request all file formats and a complete brand package from your graphic designer, including vector files, fonts, and color codes. (Susan)
Ensure that you have the rights to use the fonts in your logo and that you own all the designs created for your business. (Susan)
Have a contract in place stating that any work created by contractors for your business is your intellectual property. (Lany)
Ask your accountant or CPA about their security measures, including secure portals, communication methods, and record retention policies. (Lany)
Choose vendors who have a backup plan and can recommend trusted professionals to take over their tasks if something happens to them. (Susan)
Align yourself with vendors who have strong relationships with strategic partners and genuinely care about your business's success. (Susan)