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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We helped pack 17,280 meals!

We helped pack 17,280 meals!

Authentic team members, clients, Ally Providers, and friends gathered at Feed My Starving Children to help pack meals in support of the organization’s mission to break the cycle of poverty around the world. Along with other volunteers, together the group helped pack 80 boxes filled with 17,280 meals which will feed 47 kids for a year! (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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Sales Xceleration and Authentic Join Arms in National Partnership

Sales Xceleration and Authentic Join Arms in National Partnership

The alliance between the front-office fractional firms will accelerate sales and marketing success for small to mid-sized businesses. Minneapolis, MN, July 25, 2023 - Authentic, a fast-growing national fractional CMO (chief mar­­­keting officer) firm and Sales Xceleration, the pioneer in fractional sales consulting, have launched a partnership that leverages their complementary capabilities to deepen value for their clients. This alliance provides a holistic approach to sales and marketing for growing businesses. Together, Sales Xceleration and Authentic shore up the outsourced leadership suite for the front-office, addressing what has previously been a gap in the growing ecosystem of fractional resources. A…
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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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Authentic Named a 2023 Best Places to Work Honoree

Authentic Named a 2023 Best Places to Work Honoree

For the rapidly-growing fractional CMO services firm, 2023 marks its first year as a nominee on the esteemed list of top Twin Cities-based companies Minneapolis, MN, June 20, 2023– Authentic was announced as one of the 2023 Best Places to Work honorees by the Minneapolis St. Paul Business Journal (MSPBJ).   This year marks the 25th annual Best Places to Work awards — the Twin Cities longest-running program recognizing engaging workplaces - and marks Authentic’s first year as a nominee for the honor.  “Being recognized by our employees as a 'Best Place to Work' has been on my entrepreneurial bucket…
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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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Go Next: Client Story

Go Next: Client Story

Group travel operator Go Next hired Authentic to re-envision and grow the brand after a tumultuous time. “The Authentic imprint certainly positioned us for future growth and marketing opportunities; we’re well-positioned to make further enhancements to our marketing.” John Weeks, President & CEO, Go Next Go Next at a glance Company size: 20 employeesBusiness type: Group travel operatorCategory: B2B, B2CHeadquarters: Edina, MNKey initiatives: Brand messaging and design, digital strategy, marketing resourcing, employee development, agency management https://youtu.be/LlpQxsY3f6w The Challenge Go Next, a group travel operator that works primarily with alumni and affinity groups wanted to refresh its brand to better connect…
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