Channels: From undefined to omnichannel

Channels: From undefined to omnichannel

Channels connect your business to your buyers A company’s first go-to-market channel usually emerges organically as the business finds its footing and tests its idea with the market. But as a company matures, it must thoughtfully choose new channels for growth and develop strategic integrations between them. Using our Authentic Growth™ Marketing Maturity Matrix, we demonstrate the stages a business moves through as its channel strategy matures. Before we dive into the six stages of channel maturity, let’s define what we mean by channels. (more…)
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Healthcare marketing tips from experienced fractional CMOs

Healthcare marketing tips from experienced fractional CMOs

Healthcare has always been a challenging industry to market within. Competition is fierce with large investments being made into innovative startups, patient choice is largely based on factors you cannot control, margins are often slim, and regulation presents challenges for how you engage with your patients. Marketers must understand these unique challenges, keep up with developments in the industry, and know how to strategically allocate resources for impact. (more…)
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Media mix: From no mix to a combination that builds compounding reach

Media mix: From no mix to a combination that builds compounding reach

Four essential media categories In the earliest days of a business, most founders see marketing as one big category. However, any marketing program can and should be understood in the context of these four mediums: paid, earned, shared, and owned. Separating marketing initiatives into these mediums helps companies visualize and assess their overall media mix — the combination of marketing activities a business uses to communicate its value, promote itself, and connect with its audiences. (more…)
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Embracing AI as a business leader: 8 insights from fractional CMOs

Embracing AI as a business leader: 8 insights from fractional CMOs

Even though AI has been around for some time, everything changed when OpenAI released ChatGPT to the public in late 2022. Now, speculation abounds about the implications of AI: is it a friend or foe to businesses and their employees? Can AI accelerate business growth? What are its benefits? Its risks? How do organizations balance the risks and benefits of AI and use it responsibly and strategically to support their growth? (more…)
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Manufacturing & distribution: Marketing tips from experienced fractional CMOs

Manufacturing & distribution: Marketing tips from experienced fractional CMOs

Manufacturer marketing: Tips from experienced fractional CMOs In the rapidly evolving world of manufacturing and distribution, staying ahead of the curve is vital for survival. With growing competition driven by eCommerce, shifts in consumer behavior, persisting supply chain challenges, talent constraints, and the ever-present digital revolution, marketers must be savvy, strategic, and always ready to adapt. (more…)
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Marketing team: From founder-led to fully-resourced

Marketing team: From founder-led to fully-resourced

Marketing team: cost or investment? Many entrepreneurial organizations put off hiring marketing leadership or internal roles until it becomes painfully, undeniably necessary. Instead of investing in strategic marketing early on, founder-led, sales-driven organizations often cobble together what they need to support sales, create market traction, and develop operational critical mass. Marketing is often considered a cost instead of an investment. As a result, the earliest iterations of the marketing function lack clarity and structure, and the makeshift team is likely committing random acts of marketing. (more…)
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Marketing budget: From zero to unlimited

Marketing budget: From zero to unlimited

When it comes to a marketing budget, there's no easy button. Business leaders often want us to tell them how much to allocate to their marketing budget. But there’s no easy answer to this question; no universal formula exists that works for all companies due to varying factors, such as industry, business model, market, company culture, appetite for investment, the maturity of the existing marketing programs, and how quickly they’re willing to change. (more…)
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Marketing technology: From basics to optimized for scale

Marketing technology: From basics to optimized for scale

Marketing technology is a fast-evolving landscape The role of a marketing leader has changed dramatically in recent years. What once was a role focused on brand, communications, creative, and advertising has expanded to include the ability to navigate a technology landscape that continues to grow exponentially and change rapidly.  (more…)
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