Key Lessons from 2023: Insights that Reshaped My Perspective as CEO

2024 has officially begun! Like many, at the start of a new year I find myself reflecting on my personal and professional journey from the previous year.?

Leading as CEO at Perform[cb] has been a journey of constant learning, and 2023 in particular had some incredible highlights that helped to reshape my perspective on leadership, innovation, and the power of community.

Here are some of the key lessons I learned in 2023!?

Evolving Leadership

Last year had its fair share of challenges, wins, and everything in between. One of my biggest takeaways: being adaptable is key. I know we hear this all the time, but the digital marketing world in particular is like a constantly shifting maze, and staying limber has kept Perform[cb] zipping along at warp speed. I tell my team all the time - we need to “stay rigid in our core, and flexible in our approach.”

And it’s certainly paid off: our company received some amazing achievements this past year, such as the Great Place to Work Certification , Best Digital Ad Network in the annual 2023 MarTech Breakthrough Awards , and last but not least, the #1 in Outcomes Worldwide by mThink in their annual Blue Book survey for the seventh consecutive year! I'm immensely proud of our team's ability to stay at the forefront of innovation.

Another important lesson from this year was understanding the true value of listening attentively to our team and clients. By continuing to embrace a culture of open dialogue and exchange of ideas, the insights we've gathered have been pivotal in refining our strategies and services – such as redesigning our patented, proprietary Customer Acquisition Platform (CAP) for the optimal user experience (pictured below)!?

While our clients have only ever paid for customers (installs, lead forms, calls, sales), they ultimately have back end goals or “quality metrics” that they use to determine the best allocation of their media budgets. This could be “cost per funded account,” the number of “locked policies,” their average order value or the membership tier a new customer signs up for. In 2023 we focused on ingesting these metrics into CAP in real-time, allowing our AI algorithm to optimize the marketers media plans to yield superior results vs. competing channels.?

Conferences, Events, and Trends

Looking back at 2023, several highlights stand out. While Affiliate Summit West is always a favorite, the team and I leaned into in-person office and/or location based visits. While the shows give us access to a smorgasbord of ideas, networking opportunities, and industry gurus, the dedicated client trips allowed us to really cocreate winning strategies with our top marketers. These events were pivotal for bringing fresh perspectives and valuable feedback to our team!

And when it comes to notable team-focused events, I’d be remiss not to mention our annual “Think Bigger” team-building retreat . It was an incredible mix of strategic masterminding and fun activities - kind of like a summer camp for adults, but with more brainstorming! This yearly retreat always helps to refresh our energy and foster a sense of unity and purpose amongst our team. Here’s a picture of our team at the event below!?

In terms of marketing trends, I was particularly excited about the rise of AI-driven personalization. This trend has opened up new avenues for creating highly tailored marketing campaigns, enhancing both customer experience and campaign effectiveness with ninja-like precision. While there is still considerable work ahead when it comes to integrating AI across various industries, I do think we're on the cusp of a rapid evolutionary leap. To me, AI will allow us to make smarter decisions faster and more consistently, allowing humans to focus on connection and creativity. If you’re interested in reading more of my thoughts about marketing trends in 2024, be sure to check out my previous article here .?

Balancing Professional Ambitions and Personal Growth in 2024?

As we step further into 2024, I’m determined to set goals that balance my professional ambitions with personal growth. On the work front, my primary goal is to make sure we’re constantly keeping our finger on the pulse of socially responsible marketing practices, with a keen emphasis on areas like consumer privacy and data protection, as well as ethical advertising. These are essential components of our role as leaders in the outcome-based marketing industry, and are fundamental in upholding trust and integrity with clients and consumers alike.

On a personal note, I’m committed to spending more time volunteering! Giving back to the community has always been important to me, and I plan to be more actively involved in local initiatives around the rapidly growing and evolving entrepreneurial and tech scene in Sarasota, FL. Additionally, self-care will definitely be a priority for me. Balancing a demanding career with personal well-being is crucial, and I intend to lead by example by setting aside regular time for recharging and hobbies - planning lunches with colleagues, making the most of my Peloton app, and brainstorming how we solve big challenges with my team. ?

Overall, 2023 was a year full of growth, learning, and connection. As I look forward to 2024, I’m excited to continue this journey, embracing the challenges and opportunities that come with being CEO of Perform[cb].?

Here's to a year of success, innovation, and balance!