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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

18:00

Key Man, Part 1: Who's Really Keeping Your Business...

Rooted In Revenue ·

2026/03/18

Most business owners think they know who the key person in their organization is. They think of the CEO, the founder, the executive. But Susan Finch and Lany Sullivan have a different perspective, and once you hear it, you cannot unhear it.In this episode, Lany opens with a concept borrowed from the insurance world: Keyman Insurance, which is an actual policy that protects a business when something happens to a critical individual. But what the insurance industry focuses on and what actually keeps

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5:42

The Ambassador You Didn't Know You Were

Rooted In Revenue ·

2026/03/04

While editing an episode of Leader Generation, I heard something that stopped me mid-cut.The guest — Mariano Bosaz, VP of Global Consumer Strategy at Coca-Cola and author of The Digital Mindset — had dreamed of becoming an ambassador for a country. Official title, formal post, the works. It didn't happen. (Turns out without a family diplomat connection, they just send you somewhere terrible when you're old to make photocopies.) But what did happen? Eighteen years at Coca-Cola, three continents, 92

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30:09

Why Your Best Business Tool Might Be Restraint

Rooted In Revenue ·

2026/02/11

Susan Finch sits down with Laura Patterson, President and Co-Founder at VisionEdge Marketing. They explore why businesses chase shiny new tools instead of maximizing what already works, the real cost of remote work on mentorship and professional development, and how strategic restraint might be the most powerful tool in your marketing arsenal.Laura brings decades of experience helping companies achieve measurable business outcomes through marketing, while Susan brings her perspective from working

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28:14

How Your Nap Spot on the Couch Affects Your Business...

Rooted In Revenue ·

2026/01/28

After getting flooded with AI-generated guest pitch emails, Susan and Lany decided to remind everyone what Rooted in Revenue is really about. It's not just about making money. Everything you do impacts your revenue: your sleep patterns, your workspace, your team, even that specific spot on your couch where you always fall asleep. The podcast is about how to keep money from draining out of your business through inefficiency, procrastination, and all those hidden time thieves you don't even

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42:10

Tool Addiction is Killing Your Company Culture

Rooted In Revenue ·

2026/01/22

Technology promises to solve every business problem, but what if the tools themselves are creating the chaos? Susan Finch and Lany Sullivan explain some reasons why organizations continue to struggle despite investing in the latest software, platforms, and systems.The pattern is predictable: Someone attends a conference, hears about a game-changing tool, signs up immediately, and brings it back to the team without considering compatibility, redundancy, or whether anyone will actually use it. Or

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25:27

The Real Cost of Handing Out Company Credit Cards...

Rooted In Revenue ·

2026/01/13

Susan Finch and Lany Sullivan dig into something nobody wants to talk about but everybody needs to hear. A client's new bookkeeper asked a simple question about canceling a former employee's card. The owner said they already had the card. Turns out the physical card was in a desk drawer, but the numbers were saved in the employee's personal Amazon account. For 18 months.Lany brings her banking background to this conversation - branch operations, mortgage processing, risk management, the whole deal

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16:00

The Content Churn Killed Quality and We Let It Happen

Rooted In Revenue ·

2026/01/08

We're drowning in content glut. Empty posts churned out to keep up with everyone else. There's no joy, no depth, no controversy. You can FEEL the difference between obligated content versus real engagement.What are we losing? The skill of conversation. The skill of listening. Those spontaneous "hey, come look at this" moments. Pulling each other into offices to analyze something together. These aren't scheduled Q&A sessions. These are the messy, real exchanges where magic happens. Here's what's

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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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159 results

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