Article Archives - Authentic

Why EOS® Companies Struggle with Marketing: The “Little m Dilemma”

Companies running on EOS®* often struggle with marketing — not because EOS is flawed, but because of how marketing is typically integrated (or under-integrated) into the Accountability Chart and organizational structure. Here’s a clear look at what’s really going on, rooted in what Authentic calls the “Little m Dilemma.” Read on below, or watch the following video to hear directly from our Founder and CEO, Jennifer Zick, as she unpacks a common story for businesses who Run On EOS®: https://www.youtube.com/watch?v=_9s4rbeCGZ4 1. EOS Structure Puts Sales & Marketing in One Seat In the EOS model, the “Sales & Marketing” roles are…

Authentic Intelligence™: Our Human-Centric Approach to AI Innovation

The artificial intelligence revolution is transforming how businesses operate, and marketing is no exception. Every day brings new AI-powered tools promising to automate campaigns, generate content, and optimize performance. But amid the excitement and hype, critical questions emerge: How do we harness AI's power while maintaining ethical standards, protecting privacy, and preserving the human insight that drives authentic business relationships? At Authentic®, we believe the answer lies in Authentic Intelligence™—our human-centric approach to AI innovation that enhances rather than replaces human expertise, guided by our core values of Authenticity, Wisdom, Humility, Passion, and Generosity. The Challenge: Innovation Without Foundation The…

Lean Manufacturing Meets Smart Marketing: Driving Efficiency and Brand Loyalty

In an industry where precision and efficiency reign supreme, manufacturing companies are increasingly discovering that smart marketing isn’t just a nice-to-have—it’s a competitive edge. By aligning operational excellence with compelling brand storytelling, manufacturers can amplify their value, build lasting customer loyalty, and open doors to new markets. We invited three Authentic CMOs, Daneen Kiger, Christy Joyce, and Sean Syring to dive deeper into the topic of how to drive efficiency and brand loyalty through marketing in the manufacturing industry. What metrics should manufacturers track to align operational efficiencies with marketing goals and ROI? Daneen: Manufacturers should implement a comprehensive tracking…

Harnessing Data Analytics for Healthcare Innovation and Market Expansion

For marketers and business leaders in the healthcare industry, data is more than just numbers—it’s the key to unlocking new opportunities, improving patient outcomes, and driving business growth. Healthcare organizations that strategically leverage data analytics can gain deeper insights into patient demographics, personalize care delivery, and enhance operational efficiency. Data also plays a critical role in identifying market opportunities, refining customer engagement strategies, and ensuring compliance. We invited three Authentic CMOs, Kim Leistikow, Marina Erulkar, and Veronica Williams, to dive deeper into the topic of using data analytics to innovate and expand in the healthcare industry. How can healthcare organizations…

Butts or Bots? How to Build a Modern Marketing Organization with the Right Talent Mix

Butts or Bots? It’s a funny question, but one of the most pressing considerations for growing businesses today: Where should AI augment, accelerate, or even reallocate human talent? The structure of a modern marketing organization is evolving rapidly. AI has become a powerful tool in the marketer’s arsenal, raising new questions about how to effectively blend leadership, in-house talent, agency partnerships, contractors, and now—AI-driven automation. At Authentic®, we’ve been guiding businesses through this complexity for years. Since our inception, we have helped companies maximize their marketing resources by building the ideal blend of Fractional CMO leadership, in-house talent, and augmented…

Creating a Workplace Employees Love: Lessons from Authentic’s CEO

In a recent Inc.com article, "How to Build a Company Culture Employees Will Love," Jennifer Zick, founder and CEO of Authentic, shares her insights on cultivating a thriving workplace culture. Drawing from her own experiences, including the motivation to establish Authentic after encountering negative cultural environments, she emphasizes the importance of intentional and collaborative culture-building. "Company culture isn't something you can just force to happen from the top down," Zick states. "You have to listen and understand." She highlights that without deliberate efforts to shape the desired culture, it will develop organically, often leading to undesirable outcomes. At Authentic, Zick…

Drive Business Value and Multiples: Building Brand Equity

The ultimate goal for many businesses is to maximize value—whether to scale, attract investors, or prepare for a future sale. Driving business value and improving valuation multiples requires a strategic focus on operational excellence, brand equity, and financial performance. The Value Multiplier Effect According to Harvard Business Review, businesses that prioritize strong brand equity, efficient operations, and clear growth trajectories can achieve valuation multiples up to 20% higher than their competitors. Investors and buyers are willing to pay a premium for businesses with scalable, sustainable models. Why It Matters Increases Marketability: A well-positioned business attracts better offers from investors or…

Prepare for Capital Raise / Pitch: Telling Your Value Story

Securing investment is a pivotal moment for many growing businesses, but standing out to investors requires more than just financial projections. A compelling pitch weaves together your vision, value, and validation into a story that inspires confidence and action. The Power of a Strong Pitch Research from CB Insights highlights that 38% of startups fail due to insufficient capital or investor interest. Crafting a well-prepared, data-driven pitch can be the difference between securing funding and being overlooked. Why It Matters Attracts the Right Investors: A clear and compelling pitch resonates with investors aligned with your goals. Builds Credibility: Comprehensive preparation…

Achieve Operational Efficiency and Scalability: Grow Smarter, Not Harder

Scaling a business doesn’t just mean doing more—it means doing it better. Achieving operational efficiency is about streamlining processes, reducing waste, and creating a scalable infrastructure that supports growth without compromising quality or profitability. The Efficiency Advantage According to IBM, in a global survey of chief executive officers, 77% said they would pursue operational efficiencies to drive total revenue growth. Efficiency lays the foundation for scalability, enabling businesses to handle increased demand without overextending resources. Why It Matters Improves Profit Margins: Streamlined operations reduce costs and boost profitability. Supports Growth: Scalable processes ensure your business can expand without breaking down.…

Enhance Customer Experience and Loyalty: The Heart of Sustainable Growth

Customers are the lifeblood of your business, and their experience with your brand can make or break your growth. A superior customer experience (CX) fosters loyalty, reduces churn, and turns customers into your most powerful advocates. In today’s competitive landscape, delivering exceptional CX is no longer a differentiator—it’s an expectation. The ROI of Loyalty According to Bain & Company, increasing customer retention rates by just 5% can boost profits by 25% to 95%. Additionally, research by PwC shows that 73% of consumers say a good experience is a key factor in their purchasing decisions. Why It Matters Drives Retention: Satisfied…