Tag Archives: Marketing

Preccelerator Webinar: Customer Discovery w/ Eric P. Rose

This talk will cover the preliminary market research work of Customer Discovery, that is to discover who would most value your proposed new product. It will also cover the tough decisions to then tailor your product in a way that the market values the most and yields the best return on its development investment.

If you did not have a chance to attend this workshop on customer discovery with Eric P. Rose, the entire webinar can be found here.

To view our other webinar events, please visit our events page. 


Eric P. Rose, NPDP, MBA

Founder & President, Pinnacle Product Innovation, Inc.

Eric’s company helps entrepreneurs move new products from an opportunity into market reality. Services offered include Market Research, Product Development, Manufacturing Sourcing, R&D Project Management, IP Commercialization. Eric has worked in the Consumer, Medical, and Industrial product markets with companies including Baxter Healthcare and Mattel. Eric’s background includes,

BS Product Design (ASU), MBA Marketing / Entrepreneurship (Pepperdine)

35+ years’ professional experience in new product development and commercialization experience with companies ranging from startups through Fortune 500 firms.

Certified New Product Development Professional (NPDP) from Product Development and Management Association (www.pdma.org)

Part-time professor since 2009 including Pepperdine (MBA, Product Innovation), Loyola Marymount (BA, Entrepreneurship, Product & Business Design), MBA@Rice (MBA Marketing), and Guest Lecturer, USC Technology Commercialization course. Currently an Entrepreneur in Residence CSUN.

Preccelerator Webinar: Elevate Your Brand with Laurel Mintz

Looking for a gateway into your brand’s marketing future? This enlightening mind map session will show you how to market your brand like a pro. We’ll outline multiple areas of opportunity so that you can skillfully represent your brand across all online and offline platforms. Get ready to elevate your brand!

If you did not have a chance to attend this workshop on branding with Laurel Mintz, the entire webinar can be found here.

To view our other webinar events, please visit our events page. 


With a J.D/M.B.A from Rutgers University, Laurel’s background has uniquely prepared her to run a successful agency. Inspired by the innovative consulting work she executed early in her career with prestigious brands like Le Bec Fin, Public House Restaurant Group, Bassett Furniture, and Julie Hewett Cosmetics, Laurel knew she wanted to play bigger. A decade later, Laurel has created an agency family, Elevate Your Brand, serving both startups and blue-chip global brands like Facebook, Verizon Digital Media Group, PAW Patrol, and Zendesk. Laurel’s favorite saying is FIOGID. Figure it out, get it done. And that’s exactly what’s brought the agency top talent and accolades since 2009.

Laurel sits on the Board of Directors for NFTE (Network for Teaching Leadership), the Women Founders Network, and the UCLA Restaurant Conference. She is a mentor for The Women’s Global Leaders Initiative and advises LAVA (Los Angeles Venture Association). Laurel wrote a weekly Inc. Magazine column appropriately entitled “On Brand” for three years. Her published work can be found in Entrepreneur, USA Today, The American Marketing Association and C-Suite Quarterly Magazine. Laurel and the agency have recently won the W3 Silver Award for the PAW Patrol Road Patrol Campaign, the 2017 Patrick Soon-Shiong Innovation Award, the LABJ Women in Business Award, Comerica and LA Lakers’ Women’s Business Award, amongst others. When she’s not wowing clients with amazing creative, you can find Laurel with her husband cuddling their furry kids Miso and Twizzler (food obsessed much?), or testing out a new recipe in the kitchen with a good glass of wine, of course.

Understanding the Relationship Between Marketing and Sales

We hear it all the time. We meet with a prospective client and we ask our most important question, “What are your marketing goals?” to which she responds, “Sales.”

Increasing sales is a great goal, but it isn’t a marketing goal. Marketing brings bodies to the store, but it can’t guarantee a purchase. To be frank, any marketing agency that promises an increase in sales is making false promises.

In recent years, the trend has been to synergize marketing and sales, to bring the two departments closer together. And it’s a good idea. They’re meant for one another, but the marriage between the two has caused confusion about their critical differences.

The differences between sales and marketing


To illustrate the point, let’s look at a timeless institution: the lemonade stand. You can’t sell lemonade if no one knows to come to your yard. And you definitely shouldn’t tell people to come to your yard if you have a poor product or service pitch. You can’t have sales without marketing, and you shouldn’t have marketing without a product or service to sell.

Although the metaphor gives you a general idea, the differences between the two strategies are a little more nuanced than that. You also have to take into account the type of relationship you have with your audience, time spent per customer, communication channels and how to handle your audience’s needs.

Audience Relationship


Sales is transactional. Marketing is relational. In sales, you provide a product or service and a customer provides compensation. Two dollars gets you one cup of lemonade. Sure, there’s also an exchange in marketing (you provide a value proposition and a customer provides their attention) but it’s more about the relationship. The sale is professional, and the marketing is friendly. The sale satisfies self-interest, and the marketing satisfies mutual interest. You get to know the customer through research, social media management, email marketing, etc., and the customer provides valuable data. Ideally, that data answers the tough questions, such as, “Who is our target?” and, “How and when do they want to hear about us?”

If you’re trying to sell lemonade in a neighborhood of tea aficionados, you won’t be very successful. And if you aren’t aware that your customers prefer low sugar, you may have to process a lot of refund requests for super-sweet lemonade. The answers from your marketing efforts then inform future decisions about how to get to know the customer even better. It’s a symbiosis.

Time Spent


Sales is short term. Marketing is long term. A sales team sets its sights on the short term, completing a series of one-off transactions with customers who are ready to take action. That doesn’t mean it’s easy—it simply means it isn’t as time-intensive. Marketing is a long game. Over time, a marketing team has to generate awareness, interest and, ultimately, loyalty. How long does it take? An SDL survey found that it takes two years for a brand to truly capture a customer’s trust. This means it could theoretically take up to two years’ of marketing efforts to convert a consumer to a customer. Building a relationship takes time. There are a lot of lemonades out there, so why would consumers choose you right out the gate?

Communication Channels


Sales is one-to-one. Marketing is one-to-many. Marketing is becoming more and more personalized, especially in start-ups and small businesses, but it’s still ultimately a one-to-many effort. Take a look at the marketing funnel. Marketers cast a wide net to generate awareness. As a lemonade entrepreneur, you’d put up posters in the neighborhood and sample your lemonade at community events. Of those who become aware of the brand, 1-2% will develop interest. From there, 1-2% of those consumers develop desire, and then another 1-2% of those consumers take action. Marketing communicates to the many in order to generate individual leads. It’s then up to the sales team to convert the leads to loyal customers in one-on-one interactions.

Audience Needs


Sales satisfies needs. Marketing identifies and nurtures needs. Salespeople interact with each customer to provide the lemonade, whereas marketers tell the right person that she’s thirsty—and that their company has the tastiest solution. It’s a marketer’s duty to discover the correct audiences and then to find out what they want, when they want it and how. Then the marketer executes messaging across multiple channels that answers the consumer’s questions and nurtures their need for their product or service. Basically, a marketer brings in the parched masses so a salesperson can quench their thirst.

How to choose your marketing goals


Sales can be a result of effective marketing, but the two aren’t married. Each has its own job and goal. Marketers can bring thirsty customers to the lemonade stand, but it’s up to the sales team to facilitate the transaction. All the marketing in the world won’t bring your business success if there are irredeemable issues with the sales process—or with your lemonade.

Besides, lead generation isn’t even the only possible marketing goal. Goals vary by business and can include building brand awareness, increasing brand engagement, establishing thought leadership or expanding into new markets. There are plenty of great answers to the question, “What are your marketing goals?” but “sales” isn’t one of them.

Once you understand the relationship between sales and marketing, you can set SMART goals for each one and create greater synergy between the two.



Founder & CEO
Elevate My Brand

*Digital marketing, marketing strategy, business development, social media marketing

With a background and education in business and law from Rutgers University, and a passion for food, wine and lifestyle brands, Laurel’s expertise in marketing has been built and solidified through her work with prestigious restaurateurs and major brands across the nation.

Laurel established her influence as a creative marketing expert in the city of Brotherly Love. She was responsible for the production and promotion of high-profile, buzz-generating special events for Le Bec Fin, Philadelphia’s only restaurant with five stars from Mobil and a three-star Michelin rated restaurant. She developed Public House Restaurant Group’s flagship restaurant and managed the execution of their national marketing campaign strategy.

Upon returning to her native Los Angeles, Laurel took on the role of Executive Vice President and In-House Counsel for Bassett, and subsequently began consulting for beauty, food, beverage and consumer brands. Inspired by the success she found bringing her fresh approach to marketing to a wider group of clients, she founded Elevate My Brand in 2009. She now sits on the board of directors for the American Heart Association, the Fender Music Foundation, One With The Water, Ten X, and the British American Business Counsel. Laurel is also on the Social Committee for the Network of Executive Women, a Recipient of the Los Angeles Business Journal Women Making A Difference Award 2014, Keynote speaker for the Women and Business Enterprise Conference 2014, and runs her own exclusive networking group, ”The Taste Salon.” She is regularly featured in Inc. Magazine, where she has her own column, “On Brand.”

Laurel lives in Los Angeles, California, where she steers our digital marketing and event planning efforts.

SAM To Host: WinLAVA “Do it Yourself Marketing/Social Media – Building Your Market Presence” – September 24, 2014





Do it Yourself Marketing/Social Media

Building Your Market Presence


Date: September 24, 2014 Wednesday
Time: 11:30am-2:00pm

Stubbs Alderton & Markiles, LLP
(1453 3rd Street Promenade, Suite 300, Santa Monica, CA 90401)

Parking: Parking across the street in the Santa Monica Place Mall  (first 90 minutes free. $1 for the next hour and $1.50 for each additional 30 minutes)

Free for LAVA Members   $35 for Non-Members




Natalie Do, Steering committee member and sponsor of Women in LAVA (WinLAVA),  VP, Relationship Manager of Torrey Pines Bank, specialize in banking and lending for professional service firms, middle market companies and non-profit organizations.

Maggie Shih, Steering committee member of Women in LAVA (WinLAVA), VP of Product & Technology Services at DataPop.


Jedd GoldJedd Gold
Co-Founder and CEO
The Kive Company

Jedd Gold is the Co-Founder and CEO of The Kive Company, creators of the Artkive app and Tastemaker Mom.  Artkive has been featured on the Today Show, Katie Couric, named a Cool Mom Tech Pick of the Year, a Daily Candy Favorite Find of the year, and featured on iTunes for more than a year in their Best Apps for Parents category.  Tastemaker Mom is a community whose insight and voices are helping shape the way brands market to women.  Jedd co-founded and sold his last business which built training games for corporations and the government.  Prior to his entrepreneurial endeavors, Jedd served as Managing Director of Marketing for Variety Magazine, and was VP of Marketing for an entertainment company where he was responsible for developing the brand strategies, marketing promotions, launch plans and corporate partnerships for properties such as Strawberry Shortcake.  Jedd received his MBA from UCLA’s Anderson School of Business and BA from the University of Michigan. He resides in Los Angeles with his wife and 2 daughters.

Kelsey DooreyKelsey Doorey
Founder and CEO
Vow To Be Chic

Kelsey Doorey is the Founder and CEO of Vow To Be Chic, the first company to offer designer bridesmaid dress rentals, introducing cost savings and convenience to the bridesmaid experience and bringing an age-old tradition into the 21st century.  It introduces an affordable, convenient, and stylish alternative to the status quo, offering dresses from $95 that retail for an average of $300.  By offering designer bridesmaid dress rentals online, Vow To Be Chic is a disruptive concept in the bridal industry, bringing an age-old tradition into the 21st century.  Being a bridesmaid is an expensive honor and we’re here to help.  Kelsey has an MBA from UCLA Anderson and a BA from Columbia University. Prior to Vow, Kelsey worked as a management consultant for four years before following her passion to the retail industry. In retail, Kelsey has worked at RentTheRunway, Bloomingdale’s, Michael Kors, and BCBGMaxAzria.

Renee MillerRenee Miller

President/Creative Director
The Miller Group Advertising

Renee Miller has been recognized as one of Los Angeles’ leading creative directors.  She has won nearly every major creative award including One Show, Communication Arts (CA), Best of the West, ADDY, Graphis, and N.Y. Art Directors Club.  She has judged Communication Arts advertising annual and presented at several prestigious awards shows.  For seven consecutive years, the Los Angeles Business Journal has named The Miller Group one of the top 75 women-owned businesses in Los Angeles.  Renee was also one of 200 women in Los Angeles nominated for the “2007 Women Making a Difference” awards sponsored by the Los Angeles Business Journal.   Renee has been featured in Adweek, Brandweek, Ad Age, Entrepreneur, New York Times, Los Angeles Times, Marketing Sherpa and dozens of other publications around the country and has spoken to dozens of groups around the country, as well as guest lectured at UCLA, USC, UC Irvine, Pepperdine, Loyola Marymount and Ohio State University.

Christine WoodwardChristine Woodward
Founder and CEO
Henry Woodward Communications

Christine Woodward has spent more than two decades creating successful marketing campaigns for companies across the Western United States. Through her consulting firm, Henry Woodward Communications, Chris has represented clients in a wide range of industries, including law, finance, accounting, health, insurance, architecture, engineering, real estate, recreation, high technology, and aviation.  She has designed campaigns for Los Angeles World Airports, the Boeing Company, Earth Tech, Loyola Marymount University, Psomas, and Raging Waters Theme Parks, to name a few.  Chris created My PR Tools to bring the benefit of her marketing and PR expertise to professionals and entrepreneurs. She designs comprehensive, affordable marketing campaigns designed to hit the sweet spot with target clients.  Through her consulting packages, Chris brings the power of marketing and PR to professional services firms and start-ups at a fraction of the cost of hiring an agency. She helps her clients get up and running with proven, highly successful marketing strategies to get maximum exposure and boost revenues. Before forming her own company, Chris was director of Public Affairs for the 1,000-acre Playa Vista master-planned community just south of Marina del Rey, CA. Prior to that, she served on the executive staff of the Mayor of Los Angeles. Chris is a graduate of UCLA and a long time Manhattan Beach resident.

SAM Preccelerator Program Presents: Marketing Bootcamp with Peter Mansfield – March 21, 2013

Join Stubbs Alderton & Markiles, LLP
for this exclusive event!


March 21, 2013

**Networking to follow!**
Marketing professionals that thrive with startups are a unique breed. Their characteristics? Agility, pragmatism, loyalty, objectivity, competitiveness, and creativity. They also need deep, in-the-trenches experience with multiple startups that have been successful. Plus, one or two that haven’t.These are just a few topics we’ll cover in the Marketing Boot Camp:

1.  Build your brand.

2.  Set up key marketing processes

3.  Boost awareness and credibility

4.  Lower the cost of customer acquisition

5.  Raise funding


Peter Mansfield


Peter Mansfield is the quintessential startup marketing professional. Over the course of 25 years, he has been involved in a notable sequence of early stage company adventures and successes.  Peter’s in-the-trenches experience makes him particularly valuable in helping new ventures move quickly and efficiently to realize their market potential. He has helped fast growth companies including Xircom, Xylan, Optimal Networks, Packeteer, and Gearworks reach an aggregate market value of close to $5 billion. Alongside his strategic and tactical marketing involvement, Peter helps companies raise money, develop customer acquisition programs, and build channel partnerships. His extensive network includes top-tier VC firms and angels, venture-focused attorneys, recruiters, and other startup experts.

In addition to his market-proven ability to drive awareness and credibility for startups, Peter also provides marketing services for larger organizations. This includes financial services leaders such as Union Bank, and non-profits like The California Wellness Foundation.

On a tactical level, Peter gets actively involved in branding, website development, presentations, event/conference management, social media, SEO/SEM, advertising, collateral development, PR, and sales support.

Peter founded Mansfield + Associates in 1992. The firm works with fast growth companies across the US.

Peter’s current roster of venture-funded clients includes BillFloat (San Francisco), Marqeta (Emeryville), Revolution Credit (Irvine), Wallaby Financial (Pasadena), and ClickWithFriends (Toronto).

Peter was previously a co-founder of Dodge & Mansfield, an award-winning creative agency in Ventura County, California. He also served in senior marketing roles at Kodak U.K., Ltd., and John Lewis Ltd., the UK’s fastest growing department store chain.

Sponsored by


Stubbs Alderton & Markiles, LLP

1453 3rd Street Promenade, Suite 310

Santa Monica, CA 90401



4th Street/Broadway ramp or in the Santa Monica Place Mall


We hope to see you there!