The message is: CMOs everywhere are scrambling to find the sweet spot between tech, creative and data. Their goal: To find the “big idea” that will not only “win the day” (think Old Spice Man) but also can be replicated and scaled to attract new consumers and drive sales.

Previously, marketing executives engaged different vendor types to solve what used to be considered different problems – software and web development, data, and creative. Now that those things are inextricably intertwined, it makes sense that buyers would be eager to engage a firm that not only understands the business challenges but who also can design a strategy that integrates all the necessary pieces for success. Including the marketing piece.

But rather than trying to “learn the language of brands” themselves, the smartest consulting and technology firms are acquiring creative shops that already are fluent. If you’re looking to sell your firm, a technology or consulting firm might be a potential buyer.

If not, assuming that your practice is already tightly niched (meaning you have deep expertise in a narrow subject area), the next step is to make sure that you aware of the implications (and potential) of technology and data, not only on your niche but also on your clients.

That means you now need to keep yourself educated about the new choices and/or hire a marketing technologist (a real title) whose job it is to help you develop or identify some tools that provide you with a way to measure – and repeat – the results of your work.

What I wouldn’t do is delay action. The convergence is here.

Present

Recently, Jeff and I went to a restaurant in an unbelievably beautiful casino on the Mohegan Indian reservation in Connecticut. I was fascinated by the juxtaposition of the symbols, soaring ceilings, and the implied natural and the noise, smoke, and acres of flashing lights. The problem was that as I craned my neck to take in the sights, I was not in my body or present to what I was doing, which, according to Jeff was either wandering away or randomly bumping into him. I was at once there but not there. Ironically, the casino environment actually is the perfect place to practice being present as it is designed to transport you away from reality! I lost this time. But it’s a bet I am determined to win when again so challenged!

In-person

I now live one hour from a dear friend whom I’ve known since I was 14 and I saw her less this year than when I was living 14 hours away from her (most of our lives). That is unacceptable. Same goes for new friends here in NJ and elsewhere. This year, I am going to insist we make time to get together for even if it’s for an hour, for coffee.

For me, there’s no substitute for face-to-face conversation and the exploration of ideas and storytelling — it’s the crux of the human experience. And I want that. I believe others do, too, but default to FB, text or email because they are busy and think it’s better than nothing.

The thing is, being in the physical presence of people you love (and who love you) can feed your soul in a way that endures, a goal that connecting via social media will never enable us to quite achieve. Thus my intention to cultivate more in-person experiences in 2012.

Reclamation

This is the year I will reclaim my personal life and contain the time spent on my business. HBC is nearly five years old, highly niched, with clear processes and a solid business model  in place and working. It’s a matter of fine tuning from here on out. As a creative person, however, I’m getting restless!

According to ReCourses’ David C. Baker and Win Without Pitching’s Blair Enns, most creatives who own businesses rely on the business to provide that creative outlet. They say that’s a mistake, and I agree. My job this year is to build a rich and fascinating personal life outside of work that will meet that need. This will include playing out more, taking bass lessons (and practicing), and finishing my novel and possibly even writing a new one. I also want to revisit my crafty side starting with a return to knitting, which I want to make my default tired-brain activity because I actually will end up with something to show for that time!

So there are my three words for 2012: Present, In-Person and Reclamation. Blog yours and leave a link in the comments. Cheers!

Most professional service business owners (not just marketing) are so afraid of the concept that they can’t even say the word out loud. Instead they say “new business development.”  The thing is, sales and marketing (including PR) are inextricably intertwined.

My sales vet significant other describes it this way: Sales without marketing is like a motorboat with no one at the helm. Marketing without sales is like a boat with a captain but no motor. Now part of the motor might be automated (read: conversion focused website) but eventually someone has to talk to the prospective client and close the deal and if you’re the deal closer, guess what, that makes you a sales person. It’s okay!

2.  Create more enduring content for your blog.

Even if that means you issue fewer press releases. Expertise-based content will pay dividends long after that press mention is forgotten. For a great crash course on blogging, check out the videos of Brazen U’s Blogging Bootcamp with Penelope Trunk. If you’re going to pitch, subscribe to MuckRackPro and find out who is writing about what so that your chances of connecting are better. Good rule of thumb: Follow on Twitter. Retweet some of their posts. Then reach out.

3.  Buy and read “A Website That Works” by Mark O’Brien.

Then seriously consider implementing his advice in converting your online brochure to a conversion focused sales machine.

4.  Get your content rich newsletter out like clockwork.

Also focus on building your targeted email list. Here is a great resource for contact information, Lead411.com. (Mind the CAN SPAM guidelines.)

5.  Hire a “personal trainer” for your marketing efforts.

When you hire a communications consultant, make sure you hire someone who also will work hard to keep you engaged in and excited about the process. In every case, my clients could do for themselves pretty much everything I do. But they don’t. And without me, most know they won’t. A good practitioner also is part accountability coach, and can help you keep up the energy and enthusiasm up as you work together toward your goals.

Thank you for making my 2011 awesome and I hope you have a very happy new year and a prosperous 2012!