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PODCAST

Rooted In Revenue

Susan Finch & Lany Sullivan

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.

business marketing

All Episodes

39:47

SOPs - Your Business's Secret Weapon Against Chaos

Rooted In Revenue ·

2025/11/05

Stop drowning in business chaos - your SOPs are the life raft you need. In this game-changing episode, Susan Finch and Lany Sullivan expose why your team's knowledge hoarding is sabotaging growth and share their proven system for creating procedures that actually get used. They reveal why writing at a 5th-grade level isn't dumbing down - it's smartening up your business operations.From horror stories of employees creating secret binders to success stories of businesses transformed through proper

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9:57

You Earned It, Now Flaunt It: Marketing Your New...

Rooted In Revenue ·

2025/10/29

You earned that certification. Now what?If you're like most professionals, you invested time and money into leveling up your expertise... only to let that shiny new credential sit quietly in your inbox, in your bank statement, rather than on your LinkedIn profile. Sound familiar? In this episode of Rooted in Revenue, I'm sharing the exact 14-day launch plan I use with clients to transform professional certifications into credibility, conversations, and clients. What you'll learn: Why the first 48

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15:09

Pre-Conference Marketing: Stand Out Before You Show Up

Rooted In Revenue ·

2025/10/22

Join Susan Finch in this solo episode of Rooted in Revenue as she shares actionable strategies for maximizing your conference investment through smart pre-event marketing.Instead of relying on generic conference-provided graphics, Susan explains how to create your own branded announcements that showcase your attendance and build anticipation. Learn how to develop a comprehensive branding package, prepare custom graphics, update your digital presence, and create specialized landing pages that

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26:28

Beyond Exit Interviews: What CEOs and Boards Get...

Rooted In Revenue ·

2025/10/07

Are you losing your best people and don't know why? In this final episode of our four-part series with Frederic Lucas-Conwell, founder of GRI.co, we tackle the most expensive problem in business: top talent walking out the door.Most companies think they understand why high performers leave. They're wrong. From boardroom battles to manager missteps, Frederic reveals the behavioral mismatches that drive your best people away—and the surprisingly simple changes that can keep them engaged. We discuss

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22:17

The 5 Questions That Prevent Email Migration Disasters

Rooted In Revenue ·

2025/09/10

Moving your business email from one system to another sounds straightforward until it isn't. Susan learned this the hard way during a weekend-long migration that revealed every hidden complexity you never think to ask about upfront. In this episode, she breaks down the five critical questions every business owner must answer before switching email systems - questions that could save you from your own technical nightmare and budget explosion.The 5 Questions That Prevent Email Migration Disasters

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40:35

When Automation Experts Struggle with Their Own Systems

Rooted In Revenue ·

2025/08/27

Today's episode could save you 20% or more on overhead costs while boosting employee retention by up to 45%.My guest is Alane Boyd, Co-CEO of BiggestGoal.ai and workflow automation expert with nearly two decades in tech. But here's what sets her apart: instead of forcing you into complicated project management tools you'll hate, she works with what you already use and love. Alane's built her philosophy around "retention not replacement" - using automation to free your team for strategic work, not

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32:55

Why Your SEO Foundation Determines AI Visibility

Rooted In Revenue ·

2025/08/06

Google First, AI Second: The Smart Agent StrategyYour 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

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26:40

Team Alignment vs. Team Building: What Actually...

Rooted In Revenue ·

2025/07/30

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

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25:02

Why People Won't Join Your Service Club - And How To...

Rooted In Revenue ·

2025/07/23

The Crisis Killing Service Organizations - And How to Save ThemRotary 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

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25:40

Why AI Resume Filters Are Eliminating Your Best...

Rooted In Revenue ·

2025/07/16

Your son just graduated college with excellent grades, but can't get past the "AI robot" screening resumes. Meanwhile, companies like Nike are using AI filters as their first hiring step, eliminating potentially brilliant candidates before any human ever sees them. What's going wrong with this approach?In Part 2 of our series with Frederic Lucas-Conwell, President of GRI (Growth Resources Institute), we dive beyond traditional resume screening into the world of AI-enhanced behavioral profiling

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14:50

Beyond Perfect Candidates: Why Job Descriptions Are...

Rooted In Revenue ·

2025/07/08

Most hiring managers are drowning in resumes, conducting endless interviews, and still ending up with costly mis-hires that drain productivity and morale. What if the problem isn't finding good candidates—it's understanding what you actually need before you start looking?In this episode of Rooted in Revenue, host Susan Finch sits down with Frederic Lucas-Conwell, President of GRI (Growth Resources Institute), to explore how behavioral intelligence is revolutionizing the hiring process. Unlike

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31:52

Why Hiring Former CEOs as Consultants Backfires

Rooted In Revenue ·

2025/06/25

When Frank Scavo sent me his latest article about consulting skills, I knew we had to dig deeper. After 20 years of working together—first as his client, then as colleagues—we've lived the collaborative consulting model he champions. In this conversation, we explore why seasoned executives often struggle to transition into consulting, the critical difference between having authority and wielding influence, and why the best consulting relationships blur traditional boundaries. Frank shares hard-won

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30:06

Why Your Local SEO Strategy Is Probably Wrong

Rooted In Revenue ·

2025/06/04

Local SEO just got a reality check. Darren Shaw, founder of Whitespark, joins Rooted in Revenue to debunk some widely held myths while sharing what actually drives results for small businesses trying to dominate local search. If you're a real estate agent sharing office space with ten competitors, a service provider working from home, or any brick-and-mortar business wondering why your Google rankings aren't improving despite "doing everything right," this conversation will change how you approach

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27:15

The Vibe Coding Advantages: Build Faster, Earn More

Rooted In Revenue ·

2025/05/28

I heard Aaron Grando drop the term "pretotypes" on Leader Generation this morning and had to hit pause. Three minutes in, I realized I'd been vibe coding for months without knowing there was a name for it.But pretotypes? That's when I knew I had to get him on the show immediately. We're talking about taking your stream-of-consciousness ideas and building working drafts before you've even figured out what you want. For business owners doing $0.5 to 10 million a year, this isn't just another tech

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31:27

CEO & Consultant Relationships: Who Owns What?

Rooted In Revenue ·

2025/05/15

Lany and Susan dive into the sometimes murky waters of consultant-client relationships. Drawing from years of experience sitting on every side of the boardroom table, they tackle the age-old question: "Who is responsible for doing the tasks at hand?"Let's face it—consultants don't come with magic wands, and CEOs don't get to toss the keys and walk away. Whether you've ever wondered "Why isn't this working?" or "I paid a consultant, so why isn't everything fixed?" this episode cuts through the

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17:06

Your Email Is Your First Impression – Why Branded...

Rooted In Revenue ·

2025/05/07

In this episode, Susan Finch and Lany Sullivan revisit a topic we can’t stress enough: branded email addresses. Using Gmail, Yahoo, or even AOL for business? You’re losing trust before the conversation starts. We dig into real examples, onboarding requirements, offboarding protocols, and the risk of letting your team operate with inconsistent or unprotected emails. Your email isn’t just a communication tool—it’s your brand's handshake.Related Reading: Domain, Email & Website Evaluation for

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12:58

Data That Matters: Creating Impactful Real Estate...

Rooted In Revenue ·

2025/05/01

Struggling to make your real estate data stand out in a sea of generic market reports? In this episode of Rooted in Revenue, I share practical insights from my recent workshop with NRBA professionals Kelley Kesterson and Angelica Suarez, who are looking to elevate their marketing with meaningful data visualization. Discover how to transform complex market statistics into compelling visual stories that build trust and position you as the go-to expert in your local market—all using tools you already

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33:01

Human at the Helm: A Content Creator's Journey with...

Rooted In Revenue ·

2025/04/22

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,

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26:43

Updated Chamber Systems and Technology Strengthens...

Rooted In Revenue ·

2025/04/15

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

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42:03

From $119M to $600M: Mark Cleve's Fashion Business...

Rooted In Revenue ·

2025/04/08

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,

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152 results

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