Authentic Blog - Marketing Insights for Growing Businesses

Glossary: Revenue Team Roles

Who’s responsible for what? Building and scaling a revenue team in an entrepreneurial business requires a solid understanding of each role’s responsibilities and how they evolve as the company grows. Initially, founders typically handle sales, bringing in new business to establish critical mass and eventually developing the first generation of a revenue team or function. (more…)

Loot Rentals: Client Story

Event furniture rental company hires Authentic to take its marketing to its next level with experienced leadership, strategic direction, and ruthless prioritization. “[Our Authentic Fractional CMO] helped us create a dashboard of metrics, so we could really see how the efforts were helping or hurting us, and how to use that information and data to move to the next level. She really spent a good deal of time helping us establish, ‘What are we trying to do here? Where are we going? How do we monitor that?’ So we know what’s working and what’s not working and how to get…

Integrated Cash Logistics: Client Story

Cash management technology company Integrated Cash Logistics hires Authentic to increase brand awareness and supercharge growth. “Everything we’re doing is working. The content is driving eyeballs; the eyeballs are turning into real prospects that want to know how we can help them. This [engagement] has really poured fuel on the organization in terms of growth and hitting our targets.” Randy Hauserman, VP of Sales, Integrated Cash Logistics Hear more from Randy: Integrated Cash Logistics at a glance Business Type: Cash management technologyCategory: B2BHeadquarters: Wilmington, DelawareKey initiatives: Go-to-market strategy, brand messaging and design, content and digital strategy, metrics & reporting, agency management, martech The challenge…

SuperPower Success podcast featuring Jennifer Zick

Navigating the Seasons of our Careers Our founder and CEO, Jennifer Zick, was recently the featured guest on the SuperPower Success podcast with host Jaime Taets. (more…)

What is the Authentic Growth™ Roadmap?

A proven framework for driving marketing success Authentic was born from the desire to help entrepreneurial businesses Overcome Random Acts of Marketing® and more confidently take steps toward healthy growth. One of the primary ways we do this is through our fractional CMO services. However, our vision isn’t just to provide leadership to solve these issues on behalf of businesses. We also want to coach businesses on how to run successful marketing teams and programs themselves. (more…)

RocketRez: Client Story

Ticketing software provider RocketRez hires Authentic to sharpen its go-to-market focus and strengthen the marketing team’s confidence and strategic impact. “Our fractional CMO came in and immediately started to look at areas of focus for maturity. We started to focus on how we put our best foot forward with marketing and really understand what the outputs were for the investments we were putting in.” John Pendergrast, CEO, RocketRez Hear more from John: RocketRez at a glance Company size: 70 employeesBusiness type: Ticketing and operations softwareCategory: B2BHeadquarters: Steinbach, Manitoba, CanadaKey initiatives: Marketing fundamentals, go-to-market strategy, brand messaging, employee development, account-based marketing…

Buyer beware: Is that fractional CMO really the executive they claim to be?

The fractional CMO Wild West The number of professionals who call themselves fractional CMOs has skyrocketed over the past few years. At Authentic, we see this rapid influx as a double-edged sword. On the one hand, it validates what we hoped would be true when our founder, Jennifer Zick, started the company in 2017: Small businesses can benefit tremendously from having access to experienced marketing leadership on a part-time, flexible basis. Broad adoption of the term “fractional CMO” indicates there is a market and need for these services. However, on the other hand, the fractional CMO space has become the…

Nic Map Vision: Client Story

Data and analytics provider NIC MAP Vision hires Authentic to help it plan for strategic growth, round out its marketing team, and develop its in-house leader into executive-level talent. “We've gone from scrambling and being very reactive to taking a much more proactive approach to everything we do. That's trickled down to more demos and more meetings.” Kyle Gardner, COO, Nic Map Vision Nic Map Vision at a glance Company size: 75 employeesBusiness type: Data and analytics provider in the senior housing industryCategory: B2BHeadquarters: Raleigh, NCKey initiatives: Strategic advising, marketing resourcing, employee development, marketing fundamentals, metrics https://www.youtube.com/watch?v=1URzoS4EI-M&t=46s The Challenge NIC…

Professional services marketing tips from experienced fractional CMOs

Professional services organizations face unique challenges with marketing. When your product is your people or expertise, elevating that expertise in your marketing efforts is critical. Firms have to share their thought leadership in a way that captures prospects’ attention and cultivates trusted relationships — all while keeping pace with developments in the industry and strategically allocating resources for maximum marketing impact. We invited three Authentic Fractional CMOs™, Dee Heffernan, Sherry Rothenberg, and Tracy Steeno, to share marketing insights and recommendations for professional services organizations facing growth hurdles today. The panelists dive into the biggest growth challenges these firms face today,…

Closing Time podcast featuring Jennifer Zick

Random Acts of Marketing: Move Past it to Make Your B2B Marketing Strategy Work FOR You Our founder and CEO, Jennifer Zick, was recently the featured guest on the Closing Time podcast with host Chip House. (more…)