Proving content marketing ROI (return on investment) has become increasingly important in recent years, especially as it becomes clearer how effective content marketing can be when compared to traditional marketing. It’s been shown that content marketing costs 62% less than traditional marketing, yet it generates 3x the leads. However, these types of general statistics are rarely sufficient to ensure budget approval, and therefore it is imperative to build a compelling business case with specific ROI details. Among the many ways to effectively measure content marketing ROI, looking at metrics such as CAC (customer acquisition cost) and LTV (life-time value) are especially relevant for this channel. As such, as we looked at content marketing vs. …


While the enterprise sales process is challenging regardless of industry, these challenges are all the more difficult when it comes to healthcare, which is why we’re outlining a few ideas for startups selling to hospitals.

Firstly, why is healthcare particularly challenging to sell into? Perhaps most importantly, the stakes are higher in healthcare. The end impact ultimately will be on the patient and the quality of care that is provided, and thus startups must pass a higher bar before achieving buy-in from a hospital. More specifically, that bar must somehow address the quadruple aim within healthcare of improving health, improving quality, reducing costs, and improving the clinician experience. A second challenge is the multiple decision maker structure as health systems typically have more decision makers versus the average enterprise client. Hospitals have a variety of different stakeholders, that may have different goals as well, which adds additional complexity to the sales process. …


Last quarter, we were tasked with curating a panel of 3 female Chief Revenue Officers. The task seemed simple enough, but as we scoured the universe of sales leadership in New York City, one fact was plainly obvious: the almost complete lack of female CROs in our ecosystem.

While companies in recent years have done much to improve gender diversity at the junior level, we continue to see attrition as women advance through sales ranks. According to a report by DiscoverOrg, 31% of entry-level sales reps are female. However, this percentage decreases to 26% at the middle management layer, and further decreases to 13% at the sales executive level. …


A few days ago, I posted an article on the future of work specifically from the perspective of employees — increased automation, the rise of the gig economy, and changing demographics have all compelled employees to adapt to a new workplace norm. However, on the flip side, these changes also affect employers and governments with equally meaningful implications.

Of the many changes impacting the future of work, the gig economy poses some of the most pressing considerations around how employers hire and support employees. Workers active in the gig economy naturally change employers and positions more quickly, thus requiring recruiting managers to dramatically improve how quickly and effectively they can connect with prospective employees. Digital platforms have made the job-matching process much easier with powerful algorithms and enhanced search functions. Most importantly, individuals can be more transparent with potential employers through these platform by clearly indicating preferences such as commute time, hours worked in the office, and hours worked per week. On a more macro level, online talent marketplaces can lower unemployment by reducing the time individuals spend looking for a new job. Worldwide, millions of individuals are unable to find work even though there are many available positions, and employers will likely need to transition many of their hiring practices online in order to quickly find these employees and match them with the right opportunities. …


Recent technological advances in AI, machine learning and automation have changed how individuals interact with their work. In today’s world, individuals are also increasingly driven by purpose in their work. While complete automation will affect only a small proportion of occupations, partial automation will impact almost every occupation as we know it. Furthermore, the relationship between employers and employees is changing and individuals are switching jobs more frequently. This has led to a rapid growth in the gig economy, which is loosely defined as a labor market comprising of short-term contracts or freelance jobs. A recent study even predicted that the majority of the U.S. workforce will be freelance by 2027. …

Meha Patel

Investor @645 Ventures

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