November 6, 2025 • 23 mins
If your brand feels stuck, scattered, or slow to scale — this episode is your wake-up call. Marketing isn’t just what you say; it’s how you live. And if your systems don’t back up your message, your audience won’t either.
In This Episode of Amplify Your Marketing Message Christine sits down with strategic powerhouse Sam Ghanem to unpack what it really takes to scale a brand with integrity, clarity, and data. Together, they challenge the myth that marketing is just about visibility — and show you how to build a business that earns trust, converts consistently, and grows with intention.
Listen to this episode to learn:
- Branding is lived, not just designed — Your logo isn’t your brand. It’s how people experience you, and that experience must be intentional.
- R&D isn’t optional — Whether you’re a solopreneur or scaling fast, you need to test, measure, and refine your messaging to stay relevant and convert.
- CRMs are your business engine — From lead tracking to follow-through, systems remove emotion and create consistency that scales.
- Emotion belongs in delivery, not decision-making — Data gives you freedom to serve with heart while staying anchored in what works.
- Strategic partnerships multiply your reach — You don’t need to be in every room to be in every room. Build a referral ecosystem that works while you sleep.
- Your brand is a living thing — If you’re evolving, your brand should be too. Treat it like a billion-dollar entity and give it the oxygen it needs to grow.
Today's Guest: Guest: Sam Ghanem
Sam Ghanem, MIBA is a strategic Fractional CMO who helps growth-stage companies align their messaging and operations for measurable, scalable success. With over 20 years of experience across global manufacturers, health systems, e-commerce startups, and professional services, Sam bridges the gap between brand vision and execution.
She’s known for:
- Building branded systems that support long-term growth
- Developing high-performing referral ecosystems
- Turning marketing from a guessing game into a results-driven growth engine
- Her approach blends StoryBrand messaging, CRM architecture, and operational excellence to help brands go from misaligned and underperforming to structured, strategic, and scaling. Available for: Fractional CMO roles, brand/system audits, and strategic growth consulting
Connect with Sam: iamsamghanem.com | Instagram: @samwghanem
Final Word
You’re not just selling a product — you’re selling a belief. And when your systems align with your message, your audience doesn’t just buy… they believe. That’s the power of intentional branding backed by data.
🎧 Listen Now
Save this episode. Revisit it when success starts to feel unsustainable. Christine and Sam’s insights will help you simplify, refocus, and grow with clarity. Subscribe to Amplify Your Marketing Message, share it with your network, and connect with us — because the future of business is human.
CLEAR Acceleration Inc. Create Your Client Growth Engine https://www.christinecampbellrapin.com
Request your free 10-minute training resource on how to master your marketing message to create more impact and income in your business on the podcast page.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:02):
If you are a B to B service based business owner and you are
looking to gain clients, create more impact and more new in your
business to amplify your marketing mass accountable
rappin and take you through the buyers, mastering your marketing
and making offer consistently well inside.
Welcome back my friends. We are here to talk about
(00:24):
innovation, branding and how to actually create systems that
scale. And I'm super excited to
introduce you to our guests today.
She's a firecracker and you know, I love those.
This is somebody who I met and thought, wow, she knows what
she's doing. I would trust her with my brand
and I would trust her with my network.
(00:46):
And I said you should come play with me on amplifier marketing
message. If you don't not have the
pleasure yet of meeting Sam Gadam, this is going to be your
moment to meet Sam, Sam, Sam, Sam, welcome, welcome.
Welcome. Thank you so much for having me
and I'm honored honestly. And I trust you with my brand
and in my network for sure. And this is what it's all about.
You know, I think the story of branding, and you were going to
(01:09):
talk about your story for a second, but your story of
branding is so important becauseit isn't just what you think it
is. It's about how it shows up, how
people experience it. And it shouldn't be accidental.
You've got an interesting story.Tell us how you got to be
leading other people through brand so that they can scale
(01:31):
with the people, the experiencesand the customers they want to
serve. Well, first of all, thank you.
And I appreciate being seen and I see you and I see what you're
doing and I love it. So thank you.
My career started when I guess Iwas 19, so 25 years ago.
I've been in the print manufacturing, branding and
marketing space for that long. And I was with the same company
(01:52):
for 19 years. By the time I was 25, I had $10
million of PNL, 50 employees, 17presses when I was in pretty
much every industry. And it was very quick for me to
realize if you do not have R&D research and development in some
fashion in every single step in every process of your business,
let it be a small side hustle all the way to a billion dollar
(02:15):
brand. And I'll share that I treat
everything like a billion dollarbrand because it is and you are
and we are. I realize that you have a
significant gap. And I think for small
businesses, we think, oh, I can't afford something.
And so then it just doesn't happen.
And I beg to say you can't afford not to.
And it's like be audacious. You get to have every single
(02:37):
departmental step and every check and balance that any other
billion dollar business has. In fact, you have what I feel
small businesses have is an opportunity rather than an
obstacle to be that much better because small business has an
excessively large bucket and sometimes they get stuck in
revision central. And I'm here to say version 1 is
(03:01):
better than version none. And we can't measure what we
can't test, right? I like you can't test, you can't
measure. You can't measure what you can't
what you don't test. So in the end, we need data.
We need data. So branding for me, I'll say it
to you this way, in 25 years from brands like the military to
Mercedes, IBM, S Jinx, Let's Go 180 and Coach brands and I mean
(03:25):
at Tony Robbins and Mel Robbins and the Orlando Magic.
At the end of the day, what you say is your marketing and how
you live is your branding, and neither of those things are by
accident. This is so important.
I, I think we often every entrepreneur knows I wear a
million hats and I would say most would not include R&D as
part of it. And that's the gap.
(03:46):
And that's why I love the fact that you have brought what big
business does really well to make it accessible because
marketing isn't an accident. If there is incongruency in the
mix, customers don't trust you. And in this economy, there's so
(04:08):
much trust deficit, you can't afford this.
So talk to me about this accessible way to do R&D and the
fact that you got data, but you're not going to have
perfection, but you are in pursuit of a winning formula.
Right. So what I'll say is this, I
think the best example is I'll use a solopreneur founder.
(04:30):
We think we've got all the hats and we've got to wear them all
and that's it is true, especially for a time.
For a time. For a time and then when you
think of passing the baton or you create an expansion, when I
think of scaling, I think tall and wide.
And sometimes our scaling doesn't necessarily look like a
direct W2 or 1099. It could look like a joint
venture partner. It could look like a strategic
(04:52):
partner. Like look at us, right?
Sometimes that's one and one makes 11 and it's like, I'm all
me and you're all you and we canreally grow this thing.
What happens is something as simple as a CRM, which is like,
in some regards, people are like, oh, it's DRM.
It becomes the motor to your business.
It becomes where you track leads, you remove the emotion
out of entirely. You create a systematized,
(05:14):
optimized procedure that keeps you consistent.
I do not believe and all of my experiences as deliberate and
diligent as I am, if you rely onwillpower alone, you will fall
flat on your face. Consistency and discipline are
the only things that really you can scale.
And so by utilizing a CRM, by literally sitting with your
(05:36):
messaging, testing, analyzing and refining in a week could
lead to significantly more conversions.
You don't have to have months and months and months of data.
We can release version one rightnow and in seven days go.
What? What?
How did this look? Oh, we made it here.
We had this many clicks. We made that many conversions.
(05:56):
Interesting. These conversions came from this
kind of client. Should I then revise my
messaging to go, you know what? I thought I was talking to her,
but I guess I'm talking to him and you're kind of on the ride.
Not kind of you're on the ride and I'm saying buckle up and
let's go get on the ride. And imagine we have 36912 months
of this. Now we have legitimate optimized
(06:18):
data to run with. You take the emotion completely
out of it. To me, when I think emotion, I
don't mean like the negative emotions.
I actually mean we get to interject the emotions we enjoy.
Like I can go run with these clients that I know I'm
converting to create the space to go do the philanthropy work,
the go do the woman empowerment events, the go run the races
(06:40):
that I love to go do all the other things because I know that
this data is converting and it'sworking.
And then hear me and I hear them.
And I think we get confused whenwe think of marketing because we
think of marketing and we go, oh, it's social media boosts.
Oh, it's posting on LinkedIn as a thought leader.
Oh, it's printing. And I own a printing company.
I'm saying, pun intended, It's what you say, how frequently you
(07:02):
say it and who you say it to. And sometimes those three things
change. Sometimes they're seasonal.
How will you know if you don't have some kind of system,
something to show you these things to keep you accountable,
to create a discipline of like ahabit stack?
This is how my business is run. These are the metrics that I'm
(07:23):
looking to match or exceed. This is why.
And then as we grow, when we pass on a position, we have some
baseline because otherwise when we hire people, we create a job
for them to go figure out how todo the job and then they then we
have to manage them. And so we've created another job
(07:43):
for ourselves. And I think there's a
delineation between owning a business and owning a job.
Yes, right. 100% I think we often underestimate you say, you
know, we don't need months and months and months of data.
But the thing that always stymies everybody I know when we
come into conversation with them, who do you wanna serve?
(08:06):
There's some idea, but not greatclarity.
And then I say, who are you actually serving?
Who is actually responding to your message?
Because if you are going to win quickly and predictably in
business, go where the market ismoving.
And you learn where the market is moving by what's responding.
And then you have to check with yourself, is it responding in
the way I want? I want more of that.
(08:28):
Or something is off. And that's the opportunity
you're given with data. And every business owner needs a
customer or M, even if it's as simple as a spreadsheet, because
the longer you're in business, the faster it is to lose clarity
on what happened when and who's on first base.
Right. Because you're like, who did I
(08:48):
meet last week? I can't remember.
I'm sure I sent them the e-mail.Who knew?
No idea. Oh, I didn't do it.
Oh, no wonder I'm not making anysales.
So if you're in the emerging space and you need support,
you've obviously got people likeyou who are factual CMO's to
come in. But whose role is it to lead R&D
and to constantly bring it back to table?
Because we know we could and we're seeing the magic of
(09:11):
possibility. How do we live it though, and
who's responsible for it? So The Who I think varies on the
business, but I'll say this, I opened up my own fractional
capacity because I want the answer to that question to be
the me or the means of the worldso that the use of the world can
go live in your zone of genius, make the money, do what makes
you happy and light you on fire.And then someone like me brings
(09:34):
you back and anchors you and goes, oh, cool, amazing.
So this is exactly, these are the leads in our, in our
pipeline. These are the exact calls to
action we're giving them. These are exactly how they're
responding. This is where they are.
Who's on 1st? Who's running that play?
Oh, no, that fell through. No big deal.
This is how we come back from it.
Or, oh, actually nothing fell through.
We actually need to higher, we need to divide and conquer.
(09:56):
We need, we usually have a more desirable problem, but I think
what happens is people with R&D,they think, Oh, no, it's the
teacher who's going to scold me.It's that I'm gonna get like,
you know, the discipline or I'm gonna get grounded.
And it's like, no, it's the other way.
It's actually the freedom. It's to say if you're like me
(10:17):
and you averaged at 1.40 events a month, what do you do with
them? Because if you do not go into
that event heart centred and systematized, knowing a plan of
action and a call to action of who's in the room and how you're
going to connect with them so itresonates.
That's step 1-2. If you don't have a system that
backs you up your follow up because the the fortune is in
(10:40):
the follow through, not in the follow up.
So to your point, did I send thee-mail?
Well, I'm ready for those emailsto be sent before I go.
I'm going to drop in the contacts and I'm going to drop
in the specifics to our conversation and those emails
are gonna go out within 24 hoursof my meeting with a very
deliberate call to action. And they're not a sales e-mail
either. They're Christina was amazing.
(11:02):
You lit me up. Thank you so much for seeing me.
I cannot wait to take on this next project.
We talked about XY and Z this Thursday at 10:00 work.
It's really simple. And then being able to
understand what that translates to.
Did they open it? Did they click it?
Did it convert to anything? Sometimes it's figuring out that
your CR work has nothing to do with you or the other person.
(11:22):
Is your CRM working? It's true, you guys to our level
of systems and we think to the lack of them.
And I think we often just have systems out of sequence.
There's two types of entrepreneurs in my observation.
There are those that go with no systems for far too long until
(11:43):
capacity and the number of eggs that get dropped become
expensive. Or there's those that think I'll
build all the systems and then wait for my customers to get
here. And both happen a lot.
It's important that we start andthen we refine and that's what
the whole R&D process is. How does that lead to branding
(12:07):
and how people experience us? So we have an idea, we have a
desired call to action, maybe wehave a logo, a slogan and a
stamp of of our business and whowe are in our minds.
Not only do we love it, we live in our teams on board.
We're ready. We need clients.
Version 1 is better than versionone.
We run a play on version 1 basedon the response it doesn't mean
(12:30):
ohhh I sent out 100 warm hellos and I only got 20 back and so
the whole thing is scrapped. No, it's taking those 20 and
going. Who are they?
What do they do? Who are their clients?
What pain points do they solve? Wait a minute, maybe I've got my
client avatar wrong. To your point, maybe the persona
is the is different than what I thought, but right now they're
(12:52):
biting. What do I do?
I refine for them, especially when you're sitting in the the
launch space. We know what our hearts want and
we also know what the market wants.
Sometimes they're not the same as long as you're acting in
integrity. Sometimes you flip your business
plan. In your model, you thought that
maybe your clients were meant toto large business, but you
(13:14):
realize actually small wants me more than I ever thought.
I'm going to do a 90 day run andI'm just going to lock arms with
all small. Small might be a small
enterprise solution. Small might be for 9 employees
or less than small might be you know in the half $1,000,000
range of revenue. Depends on how you measure it.
But when it comes to branding, is a brand is a living,
(13:35):
breathing entity. Why?
Because it's you. A brand is not a third party.
So if you are constantly under development, if you give
yourself oxygen, vitamin D and water, the same things are
needed to to to give life to your brand.
The same way you want to replantand you rotate it.
The same thing happens. To you as a brand, I think where
(13:56):
the disconnect happens is when we treat our brand like it's
outside of US. We treat it like an
afterthought. I did my logo package.
I spent $20,000 on my CRM and implementation.
I have a beautiful brand guide. Everyone at SG says if you think
that we think it, that's our motto.
OK, cool. Who's our client is?
Are they saying it? Because in reality, we maybe
(14:18):
aren't our client, right? And I think that I've learned
from the most massive governmentagencies to delicious mom and
pop restaurants, all you ever want to know is that you're
working and that it's working, that you're working it and it is
working. And the only way to know that is
to be able to test out your brand, your messaging.
(14:40):
Generally speaking, what converts the client is how you
make them feel. You are selling a belief.
So is the aesthetic of your brand pretty?
That is an ambiguous interpretedstatement.
Is your message landing to your ideal client?
There's more proof in the pudding there.
And so when you do the R&D, you're able to really anchor
yourself in your language, create a culture around that
(15:02):
language and test to see if yourclients respond to it and if
they don't want beautiful feedback to adjust.
It's like you would have never known you would have built.
You have spent hundreds of thousands of dollars on an idea
with no testing. But I think we often don't know
as we hope, we think we do what the market wants and we think
(15:25):
we're going to curate the demand.
And you can. It's just a very long runway and
there's a very expensive pathwayand the R&D is not optional in
that path. If you're going to go from zero
to curate demand, you're going to be stuck.
You're a bad barometer of what the market wants because you're
in the space of the enlightened.And that's one of the things,
(15:45):
the biggest challenges with business.
I said you're in the enlightenedspace, you've solved it, you've
identified it, you can articulate it.
And in some level that's elevated thinking.
But your person who might be theperson you're meant to serve is
not in the same time continuum, same journey maybe, but earlier
decades or earlier seasons. And so they're with language
that's different and they're in options in spaces and rooms that
(16:07):
you may be migrated past. The only way you know that is
data. And if you find a sweet spot
that that's a possibility, you then get to choose pursuing it
and pursuing it to be effective,which is not just activity, the
right activity to serve with theclient because their goal line
isn't applause. That's a nice to have.
(16:30):
Our goal line is service. Of people, right?
We're result they wanted. Hmm.
I think the people most beautiful thing there that I
hear is that no matter your industry and no matter your
enterprise size, you're in the business of people.
And I'll say it again, you're selling a belief, not a
manufactured belief, a legitimate belief, the belief
that this thing can help serve my pain point.
(16:54):
You're always anchoring yourselfas the guide and the subject
matter expert. You're like the flashlight.
If somebody's illuminating a space, a walkway, and you're
giving a client options because sometimes they don't even know
what their options are, they have one desire.
Get Me Out of where I am right now.
Just Get Me Out of there. Pick me up and take me.
And the fact that they agreed toyour Pick me up and take me
(17:14):
gives them one role in their ownstory.
They're the hero there and you're the guide.
And that can be scaled and rinsed and repeated beyond
belief because the greatest giftof gratitude is a referral.
So my thing is you may not always be talking to your exact
client, but man, when you anchorthe belief that you are the
subject matter expert to help them achieve A desired
(17:36):
transformation, a light bulb goes off and they go, Oh my God,
Christine, I found them. I don't think they're I'm
looking for, I think who you're looking for.
That is the ultimate compliment.Imagine I haven't, they haven't
even used your service, but it'slike that Rs system of the blue
or red Ferrari, you see one and all of a sudden you start to
spot them right? I just can't say enough the
(17:59):
absolute fire inside me when it comes to helping a brand get
unstuck and scaling with clarityon the back end.
Because time is our greatest resource, and if you can
constantly be in a space where 1+ 1 is 11, it's never 2.
Then you know you're working smarter, not harder, and a
(18:21):
system allows you to do that. And I'll invite the audience to
consider that rather than think of our external system solely
think of your internal system. I CRM in a back end of a
business allows you as a human being to be accountable in your
own internal system. How you show up, The consistency
of the clarity, the deliberate, inspired action, taking steps,
(18:42):
the connecting of your relationship equity.
Who you talk to, who you don't talk to, right?
It's to me, it's one all-encompassing ecosystem and
it's to me very energizing. Well, and it is it is the
freedom, it is A to scaling and it is the pathway to
predictability. And you got to remember a buyers
(19:04):
looking for predictability and it's something that you need to
just vet in terms of it sounds good.
Is it true? And is it reflective of the
current? Because remember this, clients
of every shape in every business, in every industry I've
ever met is banking on you to help them navigate an unknown.
(19:25):
So they're choosing a very personal decision.
It's not the logo, it's not the font.
It is much more about the loopedexperience and the feeling, as
you say. And so I want to ask you this
because I ask all my guests this, to illustrate how you win
in the marketplace. What are you doing right now
that's really attracting your people to buy into the results
(19:47):
and hold your hand to get them together?
What's working right now in yourbusiness?
To me, what's working extremely well, they're my strategic
partnerships. So I figured out as founders and
entrepreneurs that joint venturepartnerships and aligning
yourself with really the the right equal yoked individual who
sees you, who understands your value and where you can both be
(20:10):
in respective rooms and each of you has representation.
We can go so much further together.
Two things it did for me. I didn't need to be in every
room when you're busy or delivering your clients the
service and the desired transformation.
That's what you prayed for, right?
That's what you worked for, but I figured out you're developing
(20:31):
an ecosystem, a tribe of like minded entrepreneurs who run
alongside you. A helps me from a mindset
perspective because it's this concept of agency of self
doesn't mean isolation. It's the opposite to me
actually. I'm like, hello, warm hug, come
in, let's go do this thing. Secondarily, it is incredible,
(20:54):
like I mentioned, what a referral from a client,
prospect, colleague sounds like.And so when you're a trusted
expert or resource to someone and I'm able to hand them off to
you, I've not only given you theultimate compliment, I've done
some of the heavy lift with you.Like I bring them to the table
for you and, and it's bliss. It doesn't mean that it's easy,
(21:14):
but there's a lot more ease and it took me a long time.
I'm on year 6 of being fully on my own.
And I would say that that landedhard in Year 5.
And I recognize that the power of entrepreneurs is that we all
get to connect our ecosystems and the way that problem and
each other. Unlike a job where you're
(21:35):
working with a bunch of people and maybe you like a, maybe you
don't, but you're going to have to in this space, we get to
create our colleagues and our coworkers right outside of our
organizations. And that's kind of proof and how
you and I met. It is exactly.
Right. In the right opportunity and a
(21:56):
belief in the values that were lying to say let's go play yeah
and I love this freedom of you don't have to be in every room
to be in every room right Somebody really understands your
brand really understands what your promise is and knows that
you will walk your talk if you're gifted A referral So how
do people find you and work withyou in the work that you.
Do so my website is I am Sam Gannam, so it's Iams AM GHAN
(22:23):
em.com and my Instagram is at Sam WGHANEM.
Guys, go connect to sound. She's an amazing human being.
I'm very grateful our paths crossed.
You know that we're going to do some really fun things together
and bring brands and humans to success stories together because
it is the lived experience, it is the feeling we create.
(22:44):
And my friends, the future is human.
Don't ever mistake that because the relationships are the
catalyst you're seeking. Thank you for being my guest
today, guys. This is amplify your marketing
message. Be back here next week.
We're going to help you find your next client fast and have a
lot more fun on the journey to it.
Thanks for being here. Today, thank you so much.
(23:07):
That's a wrap on another amazingepisode of Amplifier Marketing
message with most Christine Campbell Rappin be subscribe on
your Fate Cast platform so you don't need another great
episode. Be sure to visit
christinekim.com/podcast to get free resource on Haster.
Your marketing map will see you all on our next episode.
If you are a B to B service based business owner and you are
looking to gain clients, create more impact and more new in your
business to amplify your marketing mass accountable
rappin and take you through the buyers, mastering your marketing
and making offer consistently well inside.
Welcome back my friends. We are here to talk about
(00:24):
innovation, branding and how to actually create systems that
scale. And I'm super excited to
introduce you to our guests today.
She's a firecracker and you know, I love those.
This is somebody who I met and thought, wow, she knows what
she's doing. I would trust her with my brand
and I would trust her with my network.
(00:46):
And I said you should come play with me on amplifier marketing
message. If you don't not have the
pleasure yet of meeting Sam Gadam, this is going to be your
moment to meet Sam, Sam, Sam, Sam, welcome, welcome.
Welcome. Thank you so much for having me
and I'm honored honestly. And I trust you with my brand
and in my network for sure. And this is what it's all about.
You know, I think the story of branding, and you were going to
(01:09):
talk about your story for a second, but your story of
branding is so important becauseit isn't just what you think it
is. It's about how it shows up, how
people experience it. And it shouldn't be accidental.
You've got an interesting story.Tell us how you got to be
leading other people through brand so that they can scale
(01:31):
with the people, the experiencesand the customers they want to
serve. Well, first of all, thank you.
And I appreciate being seen and I see you and I see what you're
doing and I love it. So thank you.
My career started when I guess Iwas 19, so 25 years ago.
I've been in the print manufacturing, branding and
marketing space for that long. And I was with the same company
(01:52):
for 19 years. By the time I was 25, I had $10
million of PNL, 50 employees, 17presses when I was in pretty
much every industry. And it was very quick for me to
realize if you do not have R&D research and development in some
fashion in every single step in every process of your business,
let it be a small side hustle all the way to a billion dollar
(02:15):
brand. And I'll share that I treat
everything like a billion dollarbrand because it is and you are
and we are. I realize that you have a
significant gap. And I think for small
businesses, we think, oh, I can't afford something.
And so then it just doesn't happen.
And I beg to say you can't afford not to.
And it's like be audacious. You get to have every single
(02:37):
departmental step and every check and balance that any other
billion dollar business has. In fact, you have what I feel
small businesses have is an opportunity rather than an
obstacle to be that much better because small business has an
excessively large bucket and sometimes they get stuck in
revision central. And I'm here to say version 1 is
(03:01):
better than version none. And we can't measure what we
can't test, right? I like you can't test, you can't
measure. You can't measure what you can't
what you don't test. So in the end, we need data.
We need data. So branding for me, I'll say it
to you this way, in 25 years from brands like the military to
Mercedes, IBM, S Jinx, Let's Go 180 and Coach brands and I mean
(03:25):
at Tony Robbins and Mel Robbins and the Orlando Magic.
At the end of the day, what you say is your marketing and how
you live is your branding, and neither of those things are by
accident. This is so important.
I, I think we often every entrepreneur knows I wear a
million hats and I would say most would not include R&D as
part of it. And that's the gap.
(03:46):
And that's why I love the fact that you have brought what big
business does really well to make it accessible because
marketing isn't an accident. If there is incongruency in the
mix, customers don't trust you. And in this economy, there's so
(04:08):
much trust deficit, you can't afford this.
So talk to me about this accessible way to do R&D and the
fact that you got data, but you're not going to have
perfection, but you are in pursuit of a winning formula.
Right. So what I'll say is this, I
think the best example is I'll use a solopreneur founder.
(04:30):
We think we've got all the hats and we've got to wear them all
and that's it is true, especially for a time.
For a time. For a time and then when you
think of passing the baton or you create an expansion, when I
think of scaling, I think tall and wide.
And sometimes our scaling doesn't necessarily look like a
direct W2 or 1099. It could look like a joint
venture partner. It could look like a strategic
(04:52):
partner. Like look at us, right?
Sometimes that's one and one makes 11 and it's like, I'm all
me and you're all you and we canreally grow this thing.
What happens is something as simple as a CRM, which is like,
in some regards, people are like, oh, it's DRM.
It becomes the motor to your business.
It becomes where you track leads, you remove the emotion
out of entirely. You create a systematized,
(05:14):
optimized procedure that keeps you consistent.
I do not believe and all of my experiences as deliberate and
diligent as I am, if you rely onwillpower alone, you will fall
flat on your face. Consistency and discipline are
the only things that really you can scale.
And so by utilizing a CRM, by literally sitting with your
(05:36):
messaging, testing, analyzing and refining in a week could
lead to significantly more conversions.
You don't have to have months and months and months of data.
We can release version one rightnow and in seven days go.
What? What?
How did this look? Oh, we made it here.
We had this many clicks. We made that many conversions.
(05:56):
Interesting. These conversions came from this
kind of client. Should I then revise my
messaging to go, you know what? I thought I was talking to her,
but I guess I'm talking to him and you're kind of on the ride.
Not kind of you're on the ride and I'm saying buckle up and
let's go get on the ride. And imagine we have 36912 months
of this. Now we have legitimate optimized
(06:18):
data to run with. You take the emotion completely
out of it. To me, when I think emotion, I
don't mean like the negative emotions.
I actually mean we get to interject the emotions we enjoy.
Like I can go run with these clients that I know I'm
converting to create the space to go do the philanthropy work,
the go do the woman empowerment events, the go run the races
(06:40):
that I love to go do all the other things because I know that
this data is converting and it'sworking.
And then hear me and I hear them.
And I think we get confused whenwe think of marketing because we
think of marketing and we go, oh, it's social media boosts.
Oh, it's posting on LinkedIn as a thought leader.
Oh, it's printing. And I own a printing company.
I'm saying, pun intended, It's what you say, how frequently you
(07:02):
say it and who you say it to. And sometimes those three things
change. Sometimes they're seasonal.
How will you know if you don't have some kind of system,
something to show you these things to keep you accountable,
to create a discipline of like ahabit stack?
This is how my business is run. These are the metrics that I'm
(07:23):
looking to match or exceed. This is why.
And then as we grow, when we pass on a position, we have some
baseline because otherwise when we hire people, we create a job
for them to go figure out how todo the job and then they then we
have to manage them. And so we've created another job
(07:43):
for ourselves. And I think there's a
delineation between owning a business and owning a job.
Yes, right. 100% I think we often underestimate you say, you
know, we don't need months and months and months of data.
But the thing that always stymies everybody I know when we
come into conversation with them, who do you wanna serve?
(08:06):
There's some idea, but not greatclarity.
And then I say, who are you actually serving?
Who is actually responding to your message?
Because if you are going to win quickly and predictably in
business, go where the market ismoving.
And you learn where the market is moving by what's responding.
And then you have to check with yourself, is it responding in
the way I want? I want more of that.
(08:28):
Or something is off. And that's the opportunity
you're given with data. And every business owner needs a
customer or M, even if it's as simple as a spreadsheet, because
the longer you're in business, the faster it is to lose clarity
on what happened when and who's on first base.
Right. Because you're like, who did I
(08:48):
meet last week? I can't remember.
I'm sure I sent them the e-mail.Who knew?
No idea. Oh, I didn't do it.
Oh, no wonder I'm not making anysales.
So if you're in the emerging space and you need support,
you've obviously got people likeyou who are factual CMO's to
come in. But whose role is it to lead R&D
and to constantly bring it back to table?
Because we know we could and we're seeing the magic of
(09:11):
possibility. How do we live it though, and
who's responsible for it? So The Who I think varies on the
business, but I'll say this, I opened up my own fractional
capacity because I want the answer to that question to be
the me or the means of the worldso that the use of the world can
go live in your zone of genius, make the money, do what makes
you happy and light you on fire.And then someone like me brings
(09:34):
you back and anchors you and goes, oh, cool, amazing.
So this is exactly, these are the leads in our, in our
pipeline. These are the exact calls to
action we're giving them. These are exactly how they're
responding. This is where they are.
Who's on 1st? Who's running that play?
Oh, no, that fell through. No big deal.
This is how we come back from it.
Or, oh, actually nothing fell through.
We actually need to higher, we need to divide and conquer.
(09:56):
We need, we usually have a more desirable problem, but I think
what happens is people with R&D,they think, Oh, no, it's the
teacher who's going to scold me.It's that I'm gonna get like,
you know, the discipline or I'm gonna get grounded.
And it's like, no, it's the other way.
It's actually the freedom. It's to say if you're like me
(10:17):
and you averaged at 1.40 events a month, what do you do with
them? Because if you do not go into
that event heart centred and systematized, knowing a plan of
action and a call to action of who's in the room and how you're
going to connect with them so itresonates.
That's step 1-2. If you don't have a system that
backs you up your follow up because the the fortune is in
(10:40):
the follow through, not in the follow up.
So to your point, did I send thee-mail?
Well, I'm ready for those emailsto be sent before I go.
I'm going to drop in the contacts and I'm going to drop
in the specifics to our conversation and those emails
are gonna go out within 24 hoursof my meeting with a very
deliberate call to action. And they're not a sales e-mail
either. They're Christina was amazing.
(11:02):
You lit me up. Thank you so much for seeing me.
I cannot wait to take on this next project.
We talked about XY and Z this Thursday at 10:00 work.
It's really simple. And then being able to
understand what that translates to.
Did they open it? Did they click it?
Did it convert to anything? Sometimes it's figuring out that
your CR work has nothing to do with you or the other person.
(11:22):
Is your CRM working? It's true, you guys to our level
of systems and we think to the lack of them.
And I think we often just have systems out of sequence.
There's two types of entrepreneurs in my observation.
There are those that go with no systems for far too long until
(11:43):
capacity and the number of eggs that get dropped become
expensive. Or there's those that think I'll
build all the systems and then wait for my customers to get
here. And both happen a lot.
It's important that we start andthen we refine and that's what
the whole R&D process is. How does that lead to branding
(12:07):
and how people experience us? So we have an idea, we have a
desired call to action, maybe wehave a logo, a slogan and a
stamp of of our business and whowe are in our minds.
Not only do we love it, we live in our teams on board.
We're ready. We need clients.
Version 1 is better than versionone.
We run a play on version 1 basedon the response it doesn't mean
(12:30):
ohhh I sent out 100 warm hellos and I only got 20 back and so
the whole thing is scrapped. No, it's taking those 20 and
going. Who are they?
What do they do? Who are their clients?
What pain points do they solve? Wait a minute, maybe I've got my
client avatar wrong. To your point, maybe the persona
is the is different than what I thought, but right now they're
(12:52):
biting. What do I do?
I refine for them, especially when you're sitting in the the
launch space. We know what our hearts want and
we also know what the market wants.
Sometimes they're not the same as long as you're acting in
integrity. Sometimes you flip your business
plan. In your model, you thought that
maybe your clients were meant toto large business, but you
(13:14):
realize actually small wants me more than I ever thought.
I'm going to do a 90 day run andI'm just going to lock arms with
all small. Small might be a small
enterprise solution. Small might be for 9 employees
or less than small might be you know in the half $1,000,000
range of revenue. Depends on how you measure it.
But when it comes to branding, is a brand is a living,
(13:35):
breathing entity. Why?
Because it's you. A brand is not a third party.
So if you are constantly under development, if you give
yourself oxygen, vitamin D and water, the same things are
needed to to to give life to your brand.
The same way you want to replantand you rotate it.
The same thing happens. To you as a brand, I think where
(13:56):
the disconnect happens is when we treat our brand like it's
outside of US. We treat it like an
afterthought. I did my logo package.
I spent $20,000 on my CRM and implementation.
I have a beautiful brand guide. Everyone at SG says if you think
that we think it, that's our motto.
OK, cool. Who's our client is?
Are they saying it? Because in reality, we maybe
(14:18):
aren't our client, right? And I think that I've learned
from the most massive governmentagencies to delicious mom and
pop restaurants, all you ever want to know is that you're
working and that it's working, that you're working it and it is
working. And the only way to know that is
to be able to test out your brand, your messaging.
(14:40):
Generally speaking, what converts the client is how you
make them feel. You are selling a belief.
So is the aesthetic of your brand pretty?
That is an ambiguous interpretedstatement.
Is your message landing to your ideal client?
There's more proof in the pudding there.
And so when you do the R&D, you're able to really anchor
yourself in your language, create a culture around that
(15:02):
language and test to see if yourclients respond to it and if
they don't want beautiful feedback to adjust.
It's like you would have never known you would have built.
You have spent hundreds of thousands of dollars on an idea
with no testing. But I think we often don't know
as we hope, we think we do what the market wants and we think
(15:25):
we're going to curate the demand.
And you can. It's just a very long runway and
there's a very expensive pathwayand the R&D is not optional in
that path. If you're going to go from zero
to curate demand, you're going to be stuck.
You're a bad barometer of what the market wants because you're
in the space of the enlightened.And that's one of the things,
(15:45):
the biggest challenges with business.
I said you're in the enlightenedspace, you've solved it, you've
identified it, you can articulate it.
And in some level that's elevated thinking.
But your person who might be theperson you're meant to serve is
not in the same time continuum, same journey maybe, but earlier
decades or earlier seasons. And so they're with language
that's different and they're in options in spaces and rooms that
(16:07):
you may be migrated past. The only way you know that is
data. And if you find a sweet spot
that that's a possibility, you then get to choose pursuing it
and pursuing it to be effective,which is not just activity, the
right activity to serve with theclient because their goal line
isn't applause. That's a nice to have.
(16:30):
Our goal line is service. Of people, right?
We're result they wanted. Hmm.
I think the people most beautiful thing there that I
hear is that no matter your industry and no matter your
enterprise size, you're in the business of people.
And I'll say it again, you're selling a belief, not a
manufactured belief, a legitimate belief, the belief
that this thing can help serve my pain point.
(16:54):
You're always anchoring yourselfas the guide and the subject
matter expert. You're like the flashlight.
If somebody's illuminating a space, a walkway, and you're
giving a client options because sometimes they don't even know
what their options are, they have one desire.
Get Me Out of where I am right now.
Just Get Me Out of there. Pick me up and take me.
And the fact that they agreed toyour Pick me up and take me
(17:14):
gives them one role in their ownstory.
They're the hero there and you're the guide.
And that can be scaled and rinsed and repeated beyond
belief because the greatest giftof gratitude is a referral.
So my thing is you may not always be talking to your exact
client, but man, when you anchorthe belief that you are the
subject matter expert to help them achieve A desired
(17:36):
transformation, a light bulb goes off and they go, Oh my God,
Christine, I found them. I don't think they're I'm
looking for, I think who you're looking for.
That is the ultimate compliment.Imagine I haven't, they haven't
even used your service, but it'slike that Rs system of the blue
or red Ferrari, you see one and all of a sudden you start to
spot them right? I just can't say enough the
(17:59):
absolute fire inside me when it comes to helping a brand get
unstuck and scaling with clarityon the back end.
Because time is our greatest resource, and if you can
constantly be in a space where 1+ 1 is 11, it's never 2.
Then you know you're working smarter, not harder, and a
(18:21):
system allows you to do that. And I'll invite the audience to
consider that rather than think of our external system solely
think of your internal system. I CRM in a back end of a
business allows you as a human being to be accountable in your
own internal system. How you show up, The consistency
of the clarity, the deliberate, inspired action, taking steps,
(18:42):
the connecting of your relationship equity.
Who you talk to, who you don't talk to, right?
It's to me, it's one all-encompassing ecosystem and
it's to me very energizing. Well, and it is it is the
freedom, it is A to scaling and it is the pathway to
predictability. And you got to remember a buyers
(19:04):
looking for predictability and it's something that you need to
just vet in terms of it sounds good.
Is it true? And is it reflective of the
current? Because remember this, clients
of every shape in every business, in every industry I've
ever met is banking on you to help them navigate an unknown.
(19:25):
So they're choosing a very personal decision.
It's not the logo, it's not the font.
It is much more about the loopedexperience and the feeling, as
you say. And so I want to ask you this
because I ask all my guests this, to illustrate how you win
in the marketplace. What are you doing right now
that's really attracting your people to buy into the results
(19:47):
and hold your hand to get them together?
What's working right now in yourbusiness?
To me, what's working extremely well, they're my strategic
partnerships. So I figured out as founders and
entrepreneurs that joint venturepartnerships and aligning
yourself with really the the right equal yoked individual who
sees you, who understands your value and where you can both be
(20:10):
in respective rooms and each of you has representation.
We can go so much further together.
Two things it did for me. I didn't need to be in every
room when you're busy or delivering your clients the
service and the desired transformation.
That's what you prayed for, right?
That's what you worked for, but I figured out you're developing
(20:31):
an ecosystem, a tribe of like minded entrepreneurs who run
alongside you. A helps me from a mindset
perspective because it's this concept of agency of self
doesn't mean isolation. It's the opposite to me
actually. I'm like, hello, warm hug, come
in, let's go do this thing. Secondarily, it is incredible,
(20:54):
like I mentioned, what a referral from a client,
prospect, colleague sounds like.And so when you're a trusted
expert or resource to someone and I'm able to hand them off to
you, I've not only given you theultimate compliment, I've done
some of the heavy lift with you.Like I bring them to the table
for you and, and it's bliss. It doesn't mean that it's easy,
(21:14):
but there's a lot more ease and it took me a long time.
I'm on year 6 of being fully on my own.
And I would say that that landedhard in Year 5.
And I recognize that the power of entrepreneurs is that we all
get to connect our ecosystems and the way that problem and
each other. Unlike a job where you're
(21:35):
working with a bunch of people and maybe you like a, maybe you
don't, but you're going to have to in this space, we get to
create our colleagues and our coworkers right outside of our
organizations. And that's kind of proof and how
you and I met. It is exactly.
Right. In the right opportunity and a
(21:56):
belief in the values that were lying to say let's go play yeah
and I love this freedom of you don't have to be in every room
to be in every room right Somebody really understands your
brand really understands what your promise is and knows that
you will walk your talk if you're gifted A referral So how
do people find you and work withyou in the work that you.
Do so my website is I am Sam Gannam, so it's Iams AM GHAN
(22:23):
em.com and my Instagram is at Sam WGHANEM.
Guys, go connect to sound. She's an amazing human being.
I'm very grateful our paths crossed.
You know that we're going to do some really fun things together
and bring brands and humans to success stories together because
it is the lived experience, it is the feeling we create.
(22:44):
And my friends, the future is human.
Don't ever mistake that because the relationships are the
catalyst you're seeking. Thank you for being my guest
today, guys. This is amplify your marketing
message. Be back here next week.
We're going to help you find your next client fast and have a
lot more fun on the journey to it.
Thanks for being here. Today, thank you so much.
(23:07):
That's a wrap on another amazingepisode of Amplifier Marketing
message with most Christine Campbell Rappin be subscribe on
your Fate Cast platform so you don't need another great
episode. Be sure to visit
christinekim.com/podcast to get free resource on Haster.
Your marketing map will see you all on our next episode.
Popular Podcasts
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by Audiochuck Media Company.
The Brothers Ortiz
The Brothers Ortiz is the story of two brothers–both successful, but in very different ways. Gabe Ortiz becomes a third-highest ranking officer in all of Texas while his younger brother Larry climbs the ranks in Puro Tango Blast, a notorious Texas Prison gang. Gabe doesn’t know all the details of his brother’s nefarious dealings, and he’s made a point not to ask, to protect their relationship. But when Larry is murdered during a home invasion in a rented beach house, Gabe has no choice but to look into what happened that night. To solve Larry’s murder, Gabe, and the whole Ortiz family, must ask each other tough questions.