Rooted In Revenue
Business & Finance
About
Susan Finch has been helping people solve marketing problems and build their online reputations and value for decades. Rooted in Revenue is a venue for snack-sized tips that can be easily implemented. Many tips are simply forgotten as we are always moving quickly to check things off our lists. Her step-by-step ideas and sometimes brutal logic are refreshing to verbose explanations. In addition to her own experience, she interviews revenue professionals from companies of all sizes to share their experiences.Creating a new revenue stream can be challenging yet highly lucrative. Revenue and sales are built on a solid operational foundation that allows marketing to thrive in an ever-changing environment with technology. Lany Sullivan brings her 20+ years of operational experience, business, and finance to the conversation to assist business owners as they build or scale their businesses.
Episodes
- The Real Reason Your Agency Keeps Getting Stuck
When agency owners hit a wall, the first instinct is usually to add a new tool — a new Slack channel, a project management upgrade, maybe an AI feature. Melissa Morris, founder of Agency Authority, says that is almost never the fix. In thi…
- What Actually Keeps a Podcast Going Past Episode Three
Most podcasts don't die because the host runs out of things to say. They die because nobody wrote anything down. In this solo episode, Susan Finch walks through the operational framework Funnel Media Group uses to keep shows running — even…
- Getting It Out of Their Heads and Into Your Business
You did your homework from Key Man Part 1. You know who your key people are. Now what? Susan Finch and Lany Sullivan are back — still in the same room, still making the most of Lany's four-hour drive to tackle the part most business owners…
- Key Man, Part 1: Who's Really Keeping Your Business Running?
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…
- The Ambassador You Didn't Know You Were
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…
- Why Your Best Business Tool Might Be Restraint
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 profes…
- How Your Nap Spot on the Couch Affects Your Business Success
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, yo…
- Tool Addiction is Killing Your Company Culture
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 softwar…
- The Real Cost of Handing Out Company Credit Cards Without Controls
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.…
- The Content Churn Killed Quality and We Let It Happen
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…
- SOPs - Your Business's Secret Weapon Against Chaos
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…
- You Earned It, Now Flaunt It: Marketing Your New Professional Designation
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…
- Pre-Conference Marketing: Stand Out Before You Show Up
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 e…
- Beyond Exit Interviews: What CEOs and Boards Get Wrong About Talent
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 compa…
- The 5 Questions That Prevent Email Migration Disasters
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 thi…
- When Automation Experts Struggle with Their Own Systems
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 s…
- Why Your SEO Foundation Determines AI Visibility
Google First, AI Second: The Smart Agent Strategy Your 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 searche…
- Team Alignment vs. Team Building: What Actually Drives Revenue Performance
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 natur…
- Why People Won't Join Your Service Club - And How To Fix It
The Crisis Killing Service Organizations - And How to Save Them Rotary clubs, Lions International, Chambers of Commerce, and countless other service organizations are dying. Membership is aging out, younger generations aren't joining, and…
- Why AI Resume Filters Are Eliminating Your Best Candidates
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…
- Beyond Perfect Candidates: Why Job Descriptions Are Killing Your Hiring Success
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 actual…
- Why Hiring Former CEOs as Consultants Backfires
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 th…
- Why Your Local SEO Strategy Is Probably Wrong
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 r…
- The Vibe Coding Advantages: Build Faster, Earn More
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 kne…
- CEO & Consultant Relationships: Who Owns What?
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 task…
- Your Email Is Your First Impression – Why Branded Email Matters
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, on…
- Data That Matters: Creating Impactful Real Estate Marketing Visuals
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, w…
- Human at the Helm: A Content Creator's Journey with AI Tools
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…
- Updated Chamber Systems and Technology Strengthens Member Businesses
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 exp…
- From $119M to $600M: Mark Cleve's Fashion Business Growth Strategies
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 philoso…
- Budget-Friendly Audio Marketing: Making Every Dollar Work Harder
We're continuing our exploration of effective marketing strategies with the experts from iHeartRadio. In our first segment, we discovered how radio remains 'America's Trusted Companion' and explored the powerful geofencing capabilities tha…
- America's Trusted Companion: Leveraging Radio's Intimate Connection for Real Estate Success
Real estate brokers searching for an edge are discovering what radio professionals have known all along – radio remains 'America's Trusted Companion' even in our digital age. This special segment of Rooted in Revenue brings you face-to-fac…
- After You Hire: 5 Critical Steps to Welcome New Team Members
What happens after you've found that perfect addition to your team? How do you create an onboarding experience that makes new hires feel confident, valued, and ready to contribute? In the last episode, Susan and Lany walked you through est…
- Before You Hire: 5 Critical Steps to Prepare Your Business for New Team Members
Are you planning to bring a new team member on board? Before you start interviewing candidates, there's critical groundwork that needs to be laid. In this episode of Rooted in Revenue, hosts Susan Finch and Lany Sullivan walk you through t…
- Jolene, Fonts, and First Impressions: What’s in a Typeface?
Imagine Dolly Parton’s Jolene. Now, imagine Miley Cyrus singing it. It's the same song and the same lyrics—but they feel completely different, right? That’s exactly how typefaces work. A typeface sets the tone before a single word is read.…
- Choosing the Right Tech Tools: The Art of Discernment
Which task management and marketing strategy tools should you use? Spoiler alert—it’s not as simple as picking the most popular software. Susan and Lany dive into the importance of discernment when selecting tools, sharing real-world exper…
- Evergreen Excellence: Your Guide to Your Content Bank
Are your social posts starting to feel stale? Are you spending hours creating fresh content when you already have a goldmine of valuable material gathering digital dust? Stop the endless content creation cycle. Strategic content management…
- Does your creative team have a hit-by-a-bus plan?
Great title, right? But you need a plan. We partner with outside contractors, even our own team - are they documenting what they are doing for you, the project, the client in a way that would allow anyone else to pick up the project and co…
- Beyond the Hustle: Why Peace Matters in Business and Life
This episode of Rooted in Revenue takes an enlightening turn in a world that often pushes us to look outside ourselves for validation and success. Join host Susan and her guest, Chris Champion, as they explore how starting each day with in…
- AI Risk Management: A CMO's Guide to Tool Selection and Governance
Susan Finch sits down with Patty Parobek from Mod Op to explore the strategic implementation of AI in business. They discuss the concept of an " AI Playground " - a structured approach for organizations to test and evaluate AI tools before…
- Domain Ownership and Renewal Tips - Part 1
Have you ever felt lost when managing your website’s domain? You’re not alone. Some tech professionals keep these concepts vague to maintain control over their clients. Let’s break down what you need to know and document to stay in control…
- Digital Consistency is King: Your Professional Presence Audit
Today, we're challenging you to conduct a Professional Presence Audit—a critical look at how you appear across the digital landscape to ensure your professional image remains consistent, current, and compelling. This is Part 2 of our Digit…
- Digital Asset Checkup: Start with Your Domains, SSL, and Your Digital Depot
Your business runs on digital - but when was the last time you gave it a proper checkup? This week on Rooted in Revenue, we're getting real about the nuts and bolts of your digital foundation. Susan Finch and Lany Sullivan share their hand…
- Better Clients, Better Revenue: Client Intake Systems That Drive Growth
Susan Finch and Lany Sullivan plunge into the muck of a crucial but often overlooked aspect of business operations: the client intake process. Coming fresh from their previous episode on intellectual property, they explore how even success…
- IP in the AI Age, IP Ransom, and Safeguarding Your Business IP Assets
Join Susan Finch and Lany Sullivan in this eye-opening episode of Rooted in Revenue as they dive into the crucial topic of intellectual property. Discover what IP really means for your business, how to protect your creations, and why holdi…
- Artisan Engagement: Mastering Regional Show Interactions
In this episode, Susan Finch sits down with Michele A. Friedman, a talented metalsmith and jewelry designer with over 26 years of experience in the art world. From her early days studying fashion design at Parsons to becoming a full-time a…
- The Power of Reflection: Leveraging Your Past for Future Success
Rediscovering your forgotten skills and experiences can be a game-changer for personal and professional growth. In this insightful episode of Rooted in Revenue, Lany and Susan dive deep into the importance of reflecting on your past accomp…
- Tech Audits: Avoiding Costly Business Software Mistakes
In this continuation of their discussion on managing your online presence, Lany and Susan hit you over the head with the importance of conducting thorough tech assessments and making informed decisions about your business software. They em…
- Tech Disasters and Compliance Meltdowns: A No-Filter Episode
Susan and Lany are fired up in this episode, tackling the infuriating world of tech blunders, compliance nightmares, and security fails that plague businesses. From email marketing mishaps to clickbait disasters, they're not holding back o…
- 11 Essential Tips for Engaging Podcast Guests and Creating Compelling Content
In this episode, Susan shares valuable insights on how podcast hosts can elevate their shows and create more engaging content. Whether you're a seasoned podcaster or just starting out, these tips will help you improve your guest interactio…