Authentic Blog - Marketing Insights for Growing Businesses

The Science of Fractional Marketing and The Secret Sauce of a W-2 Talent Pool

8 years ago, Jennifer Zick set out to create a new marketing standard. She noticed that marketing was becoming ever more chaotic through growth in new tools, channels, and models. She also saw the rise of marketing executives that could make phenomenal fractional leaders, and that fractional already existed for finance and back-office management, but not for marketing. So she combined the two - marketing expertise and a fractional modelworking relationship, to offer what is now Authentic, a marketing consultancy that helps growing businesses “Overcome Random Acts of Marketing®”. Both are crucial for every leader building their team, their org,…

Plymold: Client Story

Transforming strategy: Plymold's path to 50% e-commerce growth and sustainable marketing leadership. "The matchmaking process between Authentic and Plymold was excellent. Our fractional CMO ensured we had set clear objectives and mutual understanding throughout our relationship, making it a safe and smooth business transition for me and my team." Ryan Dahnert, CEO, Plymold https://www.youtube.com/watch?v=Dshx4OHH10Q Plymold at a glance Company size: 133 employees Industry: Manufacturing / Distribution Business model: B2B, Distribution / Network, Channel Partnerships / Alliances, Ecommerce Headquarters: Kenyon, Minnesota Key initiatives: Marketing strategy, SEO, CRM implementation, product development, marketing coaching & mentoring, marketing analytics The Problem Plymold, a company…

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…

Adapt to Changing Market Dynamics: Stay Agile, Stay Competitive

Markets are constantly evolving—whether due to economic shifts, competitive pressures, or changing customer preferences. Businesses that adapt quickly and strategically to these changes are better positioned to survive and thrive. Agility is no longer optional; it’s a key driver of growth. The Agility Advantage An IESE study found that companies with agile practices grow revenue 37% faster than their less-adaptive peers. The ability to respond proactively to change gives businesses a distinct competitive edge, enabling them to capitalize on new opportunities while minimizing risks. Why It Matters Improves Resilience: Adaptable companies can navigate economic downturns and industry disruptions more effectively.…

Expand Market Share: Dominate Your Space

Gaining market share is a critical growth lever for businesses looking to strengthen their competitive position. Whether by deepening your presence in existing markets or exploring new opportunities, expanding market share fuels revenue growth, builds brand authority, and increases resilience against competitors. The Case for Market Share Expansion Research from Harvard Business Review reveals that companies with leading market shares are not only more profitable but also better equipped to weather economic downturns. Market leaders tend to achieve greater customer loyalty and command higher price premiums. Why It Matters Drives Revenue Growth: A larger market share translates directly into increased…

Innovate and Evolve Products / Services / Solutions: Staying Ahead of the Curve

Markets change, and customer needs evolve—fast. To stay competitive and relevant, businesses must continuously adapt their offerings. Whether by improving existing products, launching new services, or addressing emerging trends, innovation is key to sustained growth. The Case for Innovation According to McKinsey, 84% of executives say innovation is critical to growth, yet only 6% are satisfied with their innovation performance. Companies that prioritize evolving their offerings often outpace competitors in both market share and profitability. Why It Matters Drives Revenue Growth: New or improved offerings open up fresh revenue streams. Strengthens Market Position: Innovation helps differentiate your brand and maintain…

Improve and Optimize the Marketing Technology Stack: Tools for Smarter Growth

The right tools can make or break your marketing efforts. A well-optimized marketing technology (MarTech) stack streamlines workflows, enhances analytics, and improves the effectiveness of your campaigns. However, many businesses struggle with overly complex or poorly integrated tools that hinder, rather than help, their marketing teams. The Martech Advantage According to BCG, companies that leverage marketing technology effectively see a 20-40% improvement in marketing efficiency. This underscores the value of optimizing your tools to align with your business goals. Why It Matters Increases Efficiency: A streamlined stack eliminates redundancies and automates time-consuming tasks. Improves Decision-Making: Integrated tools provide better data…

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