October 30, 2018

An Emerging 21st Century Job - The Business Scientist

Bruce Cleveland | Founding Partner, Wildcat Venutre Partners
Written by:

Bruce Cleveland | Founding Partner, Wildcat Venutre Partners

There has been significant discussion and angst around how automation will displace hundreds of thousands, if not millions, of jobs via machine learning, AI, drones, robotics, etc. It's no longer a question of "if" automation will infiltrate every industry globally - it's just a matter of when.

However, just as we experienced through several Industrial Ages, where many jobs were eliminated, new opportunities arose. This, too, will happen - is happening - in the 21st century and the First Intelligence Age.

In fact, the digital economy and digital transformation are giving rise to an entirely new type of worker-- the "business scientist". Business scientists don’t need to code software. Instead, they “operate” soft machinery – business application software – from industry leaders such as Marketo, Salesforce, SAP and others. These applications power key business functions in companies of all sizes and industries.

And, it turns out that a liberal arts background is ideally-suited for business scientists – where you are taught to write, analyze, think critically and creatively. By simply adding “digital skills” to a universal skills set and providing a work experience, people with a liberal arts background are ready to take on these business science roles.

It's interesting that while politicians, academicians, and others seem to be laser focused on STEM programs, there are, in fact, 6-7X the number of jobs available for people with business science skills. The fact is that only 6.5% of all US jobs are STEM-related and this percentage is not projected to grow much higher. And, the unstated truth, is that unless you score(d) 650 or higher on the math section of the SAT, you aren't likely to get into a quality STEM program or job no matter which coding academy you attend.

Business science jobs aren't posted as business science positions-- we all know them primarily as "operations" roles. But, the people who are being hired to fill these roles today must understand the "science" of the function and trained and certified how to use the business software that powers the function.

Don't believe me? Go to Indeed.com and type in “sales operations” or “digital marketing” or “customer support” and you will see that there are literally 100s of thousands of jobs posted right now.

The mission of GreenFig - a microeducation company that teaches applied business science - is to prepare people to be business scientists. GreenFig students include people who are graduating from a higher-ed program, professionals who need to upgrade their skills, vets returning to civilian roles, women returning the workforce after a long absence, and the un/under employed.

GreenFig's strategy is to partner with industry-leading business application software providers (e.g. Marketo, Salesforce, Workday, Zendesk, et al.). While each of these companies have phenomenal online programs to teach the mechanics (how to set up and manage their applications), GreenFig teaches the strategy behind using these applications.

For marketing, this means understanding personas, offers, call to actions, SEO/SEM, etc. For sales operations this means understanding how to create territories, quotas, commission plans, etc. And so on for each business function.

GreenFig uses a hybrid delivery model - online and on premise. GreenFig works with colleges and universities that provide the classroom and instructor of record. GreenFig then broadcasts live into the classroom using its instructors from industry and via real-time instruction - not pre-recorded - so you get live interaction with other students and instructors.

GreenFig also provides an integrated work experience with its program – a mentored, internship that it calls an Apprentorship. And, GreenFig prepares its students to take, and pass, key certifications from Facebook, Google, Salesforce, Marketo and others.

The result -- high completion rates, high placement rates and high NPS - for very little $ and time - 1 semester, 2 classes per week, arranged to fit around work hours.

So, if you're worried that the job you have may be going away or that you don't have the requisite skills to retain or secure a job, take a look at GreenFig and becoming a business scientist. It's a 1 semester commitment to a 21st century career.


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GreenFig instructors Sue Hay and Jerine Erice recently taught classes in Marketo, Salesforce and analytics to our lifelong learners in Digital Marketing Science. We share their blog that underscores the value of a well-examined lead management process and provides actionable steps to optimize marketing strategy and increase ROI. Read and learn! Resolved to improve your sales and marketing effectiveness this year? Lead management might be the answer. A good lead management process starts with defining potential customers (or leads) and taking them on an educational and nurturing journey based on their buying persona before ultimately being passed on to the sales team. Lead management measures, tracks and reports on this customer acquisition process, from the first point of contact to the closing of the sale. This allows sales and marketing to work in tandem, with the ultimate goal of increasing conversion rates and ROI while shortening the duration of the process. This process is arguably the most important aspect of marketing. But according to DemandWave’s 2017 State of Digital Marketing Report, many marketers still find that obtaining high-quality leads is their number one challenge. Why do marketers continue struggle with this, and what can you do about it? Here are four lead management tactics that you can adopt now for a more robust lead marketing strategy and better-optimized sales funnel in 2018. 1. Get Sales and Marketing Aligned The alignment of sales and marketing is critical to lay the foundation for an effective lead management process. This ensures that the company as a whole is working toward a similar goal. The responsibility of increasing ROI becomes the responsibility of both teams. This alignment, especially in the case of B2B companies, shortens the sales cycle and makes it more efficient. In order to achieve this alignment, both teams needs to be on the same page -- aware of their responsibilities, as well as the intricacies of the process itself. Call a meeting to go over your Ideal Customer Profile (ICP) and the lead management process. Make sure everyone knows the different stages a lead goes through as well as the proper way to handle a quality lead. Some key journey points to remember include Marketing Qualified Lead (MQL), which is based off of lead scoring, Sales Qualified Lead (SQL) and Sales Accepted Lead (SAL), which are identified after a meeting occurs and the lead progresses through the sales cycle. Here is a helpful checklist to get you started. 2. Analyze the Lead Journey Once a lead is created and enters the process, the lead journey is analyzed over time. Tracking can be done through a CRM platform like Salesforce.com, SugerCRM, Hubspot CRM, social media analytical tools and email marketing analytics. Salesforce is one of the major Customer Relationship Management (CRM) tools to document and keep track of important information. Through Salesforce, marketers are able to take a well-rounded look at their business and manage relationships with the partners and other strategic alliances, existing customers and prospects. With tracking, you learn that lead’s process and behavior. This knowledge proves valuable when developing content and tactics to use during the lead management process. Even if these leads have been passed off to the sales team, they are still important to track. Through monitoring, you can measure sales performance, and calculate marketing and sales ROI. This information is key because it allows you to learn how expensive each lead is and the proper steps to take in order to get more quality leads while reducing cost. You are able to analyze your marketing efforts as a whole, and make any necessary adjustments to save time and money while increasing revenue. 3. Score Your Leads Next, it is crucial to score your leads with lead scoring tools built into platforms like Marketo or Hubspot. Through scoring, you are able to determine not only the lead’s interest in you, but your interest in them as well. This allows the sales team to only spend time on leads that matter since higher scoring leads are more likely to convert. To have an effective lead scoring system, it is important to look at the lead’s persona, level of engagement and timing. 4. Nurture Your Leads Last but not least, it’s important to nurture high scoring leads before passing them to the sales team. According to DemandGen, leads who are nurtured with targeted content produce a 20 percent increase in sales opportunities. It is important to determine the unique preferences of your leads. What drives their attention? From there, you can create targeted content that is relevant and valuable to them. Some of the most effective targeted content includes email nurture campaigns, promotional offers and call-to-action content. For more information on GreenFig’s upcoming courses taught by industry leaders like Jerine and Sue, check us out at www.greenfig.net.

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