Enterprise vs Small Co Transformation

The above image is a good representation of corporate vs startup environments.


In a corporate environment, there are many stakeholders who all have a say in what ultimately happens. There is currently a trend of consolidation of decision making into a smaller number of people to make the organization more nimble.

Startup – a single person in responsible for all activities under a certain area. For example – Marketing covers SEO, email, direct mail, inbound phone etc.  Scaling a company is one of the hardest things to do because it requires the breaking apart of roles without losing speed and flexibility.

Roles and Responsibilities

Startups have the “luxury” of a lean team. Employees have to wear many hats. To build a new product landing page, a marketer would do copy writing, page design & build, and analytics.

In a enterprise organization employees are specialized. To build the same landing page, a marketer would engage with an agency to produce copy and page design, engage with tech team to build the page, engage with analytics team to read data. This obviously varies from company to company, but at it’s extreme the marketer is a strategies and project manager more than a marketer.

How this affects digital transformation

Digital transformation is a difficult task for any organization to undertake. The ones that are succeeding are building out small(ish) teams that own digital functions by consolidating platforms and creating centers of excellence. In conversations with a global retailer, I learned consolidated their e-commerce sites to a single platform which ultimately gave them more flexibility and speed – developers could move across multiple areas of the platform as they were already familiar with the tech stack and could bring business insight as well and marketers could leverage assets created by others.

Leverage LinkedIn for career opportunities

I’ve worked at over 10 companies with multiple roles within each and I’ve changed career directions multiple times. Only 3 times did I ever really apply for a role. Most of the time, I had a connection to the company and was able to get an “in” for the role.

It is important to keep an open dialogue with the outside world. You never know when you’ll need to explore a new role – layoffs, bad manager, promotion.

This doesn’t mean to connect with just anyone. It is best to only connect with someone you have interactive with before – meetup, work, vendors, partners. Recruiters should be vetted to make sure you have at least some mutual connections.

So grow your LinkedIn network, keep your profile up to date, and be active.

How to optimize your LinkedIn resume

If you’re looking for a new job or even if you’re happy in your current role, it’s important to keep your LinkedIn resume up to date and findable. 

Here are a few tips to keep your Linkedin profile in tip top shape.

  • Make sure your title and description reflects the role you want. Calling yourself a product manager will get your product manager calls. Focus on the parts of your current role or experience that will help you land the next role you seek. If you want to become a career coach, focus on how you mentored a junior team member.
  • You don’t need to use actual titles. My former titles have been associate, senior manager, director etc. Those are internal titles about reflecting the hierarchy of the organization rather than a reflection upon what I do.
    I recently had a colleague update his title from Lead Consultant, Analytics To Web Analytics and Business Intelligence. It resulted in him getting at least one ping a week about potential roles. 
  • Put buzzwords in your role description. Write out the tools and skills along with your responsibilities. Web analytics and reporting, Google Analytics, Tableau, etc. 

LinkedIn SEO

I’ve asked recruiters about how they use LinkedIn to find candidates and it’s pretty simple – Recruiters use LinkedIn just like you use Google. They search for terms that they need a candidate to have. If there is a hit, they scan by looking at job titles then skills and then tools. 

So structure your LinkedIn profile to reflect how recruiters should find you. 

To test this, I used a fake account. (It is a well established account from when I was testing some LinkedIn functionality. It has several hundred connections and has been on the site for a while.)

I changed the two most recent jobs to SEO related terms and included terms like serp, seo, page rank, link building, disavow etc. The companies were small and non brand name. Over the next 3 days, the profile received 40 views, and 6 emails from recruiters. 

Of course doesn’t mean you’ll get the job. But it’ll start the conversation and that’s the biggest hurdle.


In my opinion, getting a job is 90% luck and majority of that is timing and network. But you need to work to get that luck.

The luck is connections and timing. Connections are your source of jobs – be it LinkedIn, or colleagues, of classmates or just people you meet at meetups or other functions. 

Connect with them on LinkedIn.

You also need to be active on LinkedIn. You don’t need to write posts, but you should be posting/sharing relevant and interesting links. This way, you’ll show up in people’s feeds and you’ll remain top of mind. 

Timing is out of your control, but that’s basically being ready to jump on a call or take an interview when the time comes. Most of the time, you’ll have to wait for your desired position to open.

See the “Get offer” button on the right side? I was cleaning out my inbox and it just grabbed my attention.

So unfair to play in someone else’s ecosystem.

Think about that when you rely on another platform to get your message out. It happened to Zynga and others.

It's about time! …Tech sites become more critical of startups and investors


First off, my hats off to any entrepreneur who is willing to put him/herself out there and take the risk to start a company, sell to customers, and raise money. I wish I could to it myself, but that’s another story.

I came across this article this morning: http://www.businessinsider.com/there-are-too-many-founders-raising-millions-of-dollars-without-any-plans-2013-4

A while ago, when I was a more avid reader of tech sites like BusinessInsider, Techcrunch, PandyDaily, and Betabeat, I noticed majority of stories about startups were rah-rah – everyone will conquer the world and every industry was going to be disrupted.

But over the last few weeks, I’ve noticed that writing has become more critical of both startups, founders, and investors. It’s about time!

It’s a great start to talking about the difficulty of building a sustainable business, how raising money is not success (already been beat to death), and money is too abundant.